Краткий курс делового английского. Гунина Н.А - 58 стр.

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58
READING
A. Answer the following questions.
1. What famous companies in the world producing clothes do you know?
2. Do you wear clothes made by these companies?
B. Now read the text and answer the questions.
1. Who became President of the company mentioned in the text in 1985?
2. What European countries does the company have factories in?
3. Was this company always a success?
4. What did police find in 1993?
5. What do they hope for in the future?
THE LEVI’S STORY
The company that makes the most famous and popular trousers in the
world. They are made of very strong cotton which originally came from Nimes
in France.
Levi Strauss was a German immigrant who arrived in San Francisco in
1853. First, he made tents for gold prospectors. Then, he started to make
trousers from the same material. In 1873 Levi’s dyed the trousers blue. Levi’s
headquarters today is still in San Francisco and, in 1993, they sold 50 million
pairs of their “501” blue jeans.
The company was not always successful. In the 1980s, they had problems
but they changed management and in 1985 Bob Haas became President of the
company. With large investment in marketing and advertising, Levi’s
relaunched the original “501” jeans. The campaign was a huge success. In
Great Britain the advertising was so successful that sales of “501” jeans rose by
800%.
Today, about 16,000,000 pairs of “501” jeans are sold in Western Europe
and they are all made in factories in Scotland and France. More than half of
Levi’s profits come from export.
The factory in France employs about 540 people who produce 18,000
pairs of jeans every day. With thirty-five factories in the US, the company is a
major employer, particularly in the South. Unfortunately, because this is such a
popular product there are many “private” copies made also. In 1993, for
example, police throughout the world found 2,000,000 fake pairs of Levi’s
jeans.
In the future, they hope that more companies will allow casual dress so
that sales will rise as office employees start to wear jeans to work. Just what
Levi Strauss designed more than one hundred years ago – working trousers!

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