An article in the business section of today’s Guardian newspaper looks at the Levi’s and how their market share is being squeezed. At the cheaper end of the market they are competing with budget supermarket brands which are selling their own-label jeans for as little as £3, whilst the top end of the market where jeans cost over £100 is overcrowded with trendy premium labels. This article isn’t really saying anything new, journalists have been predicting Levi’s demise since the late-ninties and they are still going stong. They may not be selling as much as they used to or have amazing growth of other younger companies but they still the kind of revenues and iconic status that other companies would kill for.