Have you ever heard the story of Toughskins Jeans, made by Sears? If you go back in time to the late 1960’s and early 1970’s, the jeans market was dominated by Levi’s 501 jeans.
Sears wasn’t doing too well in the jeans market competing against Levi’s, so they talked to their customers and discovered that durability was the most important factor in jeans selection for moms. Sears, armed with…
