Gap Inc., Form 10-K for the Period Ending January 31, 1998 (filed March 13, 1998), from Gap, Inc. website.
Gap Inc., Form 10-K for the Period Ending January 31, 1998 (filed March 28, 2006), from Gap, Inc. website.
“Levi Strauss & Company Corporate Profile and Case Material.” Clean Clothes Campaign.
Levi Strauss & Co., Form 10-K for the Period Ending November 27, 2005 (filed February 14, 2006), p. 26,
from Levi Strauss & Co. website.
The company’s former chief financial officer, Joseph Graziano,
signaled disaster, telling Business Week that Jobs was insisting on
“serving caviar in a world that seems content with cheese and
crackers.”^31
The stores, of course, changed the tech industry—and advanced
Apple as a luxury company. The iPhone drove Apple’s share, but stores
drove the brand and margin. Walk up Fifth Avenue or the Champs
Élysées, and you see Vuitton, Cartier, Hermès, and Apple. These are
captive channels. A $26,000 Cartier Ballon Bleu watch or a $5,000
suede Burberry trench coat would lose their luster on shelves at
Macy’s. But stores operated by the brands become temples to the