February nineteen. Eighty one Greensborough North Carolina, the headquarters of Bluebell, many that owns the wrangler genes bran inside the cup He's pact auditorium tension, hangs in the air. sixty three year old C, O Kinsey Man shut the door of the auditorium. Its all of Bluebell stockholders, but it's quite enough to hear a pin, drop man looks across the room at the front older gentlemen, sits at a table, he's add more Bluebell seventy seven year old, chairman of the board, the stockholders watches man crosses the floor, with his eyes lock on the aging chairman. The two have been at each other's throats for months and now

its high noon. Trouble began when John Travolta hit movie Urban cowboy lit a fire under wranglers sales, Bluebell jacked up production. Only get burned when the western, where craze faded fast and that's When steelmaker Allegheny Ludlow launched a surprise, take over offer ignited total war in Bluebells boardroom, c, o man reaches the stage and addressed The stockholders. For months Mr Morris has but undermining me Allegheny Muslims offer was too low, but he kept talking to them by my back. This is unacceptable. We need unified leadership, The German rises from his chair face full of thunder glares see YO and angry. Jobs. The air with the bony finger allegation offer was fair and it's my job

explore opportunities on stockholders behalf. Man shakes his head. where a one point four billion dollar corporation, but you want to surrender our freedom for half a billion stock promises this and continue the CEO and to face the stockholders So I'm introducing a motion to abolish the chairman's role with immediate effect. holders. Gasp man, Handing them a loaded gun and demanding they pull the trigger. It's a drastic move, that will finish one of the executives, because the chairman withstands, the attack he'll push out man as CEO, Only one man can survive Morris takes a deep breath. He's been bluebell since the depression. He up transfer it from a minnow to a mammoth. He certain stockholders will see through his opponents. Power grab very well a voice vote.

all those in favour of abolishing my role as chairman make yours, heard is a moment of silence. Then the rumour rocks and auditorium full of stockholders Yale their support for eliminating Morris Morris. blinks in shock the room spoken and the It is loud and clear here, I've been cast aside in the most humiliating way possible, and smiles. Finally, he thinks finally he'll be able to operate unopposed and restore wrangler to growth but the bloodshed bluebell has gone unnoticed. Soon, Other predators will close in and they'll be salivating at the thought of gobbling up America's number two genes brand. your miles go further with a capital one venture card, the travel card that

you're an unlimited double miles for more than just air travel right now. earn one hundred thousand bonus miles. You can actually use redeemable for vacation rentals car Reynolds and more when you spend twice thousand dollars in your first year. So what's in your wallet, limited time offer terms apply, see capital, one dot, com for detailed. We all love the excitement of a well played match, Amazon versus Walmart Starbucks versus Duncan. We covered so many great ones right here in our show, but there are some people that shouldn't be opponents like people on your own deem well Monday. Dot com brings teams together on one shared, easy to use. Flexible and visual teamwork platform Monday Doc I can tell you first hand, is beautifully designed to manage any team organization or process online. No man, What your needs are I know you can customize Monday dot com to that. Your team, specific workflow- and you know when you're teamwork is effective. Nothing can stop you to start

or free fourteen day trial, good, a Monday dot com. From wondering I'm David Brown, and this is business wars. On the last episode, Levi's became the coolest cat by tuning into the sound of San Francisco. Europe gave birth to Zeiner genes and apply I swore sent Jean sales to new heights, but. The baby boomers are all grown up and there are four: were teenagers in the next generation that me, the gene giants must fight for it.

every shred of market share just to stand still this is episode. Five lord applies, its eighteen eighty one and in Liese Head Office in Kansas City tall young man with dark hair. Of course, a bag of stones and washing machine he's mark em all far and he's on emission he's way to convince America's Jean makers to embrace new process called stone, washing, I am all for empties his bag ships. genes into the machine and presses star the loud sound of stones bashing around inside the machine filled the room, em all or turns to the Lee executives, who come to US demonstration, So on the wash is done, those genes will be solved. His toilet paper, the magic of stone, washing the

the executives, look eager, Lee is losing out to Levi's wrangler immense genes. So now focusing on women Lee hopes, for your Denham will mean extra sales trouble Dunams designed to be tough and Lee. Struggle to find an effective, softening method. now and again, give raises San Addison special, not really. Volcanic rock homeless, just like the stones that rub calices off your feet, exact same right so how expensive is stone washing if you use my industrial laundry machines, you're looking extra, three or four dollars per parrot retail. Three to four dollars battle the price of our genes above thirty dollars. Yes, but That's mostly because you'll need to use top Denham lie.

Denham can't endure the beating, but in Europe people happily pay more for distress. Denham That seems counter intuitive well people, one comfort, and they want that warning. Look right away, so pay more to get that now, rather than waiting six months for their genes to wear, and you think that Randal across the Atlantic, I see no reason. Why not. By the time. I'm m all far bulls. The stone wash genes from the machine Lee is sold soon after leaving Jews, its don't wash genes and steps up its drive to capture the women's market. With a new slogan Lee the brand, This leaves

Male focus sends its market share up from four to ten percent and is closing the gap pressure on wrangler mouse, for, since the brutal ousting of its chairman and nineteen eighty one wrangler owner Bluebell, has been on the defensive. It's based. Two hostile takeover bids by buying its own stock and going private, but the to stay independent has left it four hundred million dollars in dad. Nineteen eighty six bluebell is choking on its debt repayments and so company makes a call to just a few years earlier would have been unthinkable. its June nineteen, eighty six and on the executive Flora Bluebells Headquarters in Greensborough to junior executive, sir chatting by the water cooler won't believe this. I read in the paper today that the Soviets one restart chernobyl- were they evacuated everyone. After the meltdown

the commies want to see of olive gamma rays turned the people there under the incredible hulk or something just then A group of men and Navy Blue suit smile passed heading towards the board broke from suits alone the executives. No, these manner outsiders everywhere Bluebell where's genes, one of the exam you did gestures at the group. I think they are down with that guy. Their looks familiar reminds me of can't be and be like Reagan doing a deal with the rockies. Just then and glancing back holy rapid is here who lies pew boss of the F cooperation, the tomb stare open mouth does pew and his team enter the boardroom We have only Lee genes and they know there's only one reason why they would be here. Bluebells about to surrender to the enemy.

In November nineteen. Eighty six Vf Corp Corporate She buys bluebell for three hundred and eighty million dollars the deal transforms the genes. Industry Until now, Levi's seemed unstoppable, with its thirty percent share of the. U S, market by bringing Lee and Wrangler together, Bf now owns twenty five percent of the market. Levi's is within reach and bs out to knock down visa. Free, focuses wrangler on men's genes. It drops the and women's lines and launch the tv ad campaign filled with images of manly fireman in steelworkers. There's a new stonewashed Jean made for a man after his work is done, american hero jeans from right there. At the same time,

Celebrates its efforts to dominate women's genes with relaxed riders, a new law of genes aimed at middle aged moms. Remember. Those pair because you had a body like a boy that probably Fichu like a boy. problem lies as your body change. Your genes didn't but there are genes designed the way you are the Lee Relax riders is not a body genes. Relaxed riders so fast, but he as bf scrambles to catch up Levi's keeps growing faster Levi iconic status, just keeps lifting at higher and higher. Even the apps decision to dump Levi's and focus on its own private label. Genes makes little difference but all the same leave I see. Oh Robert Hoss can see

storm approaching. Its summer. Ninety ninety two and leave I San Francisco headquarters horses having coffee with the union official who represents the company's factory workers stairs into his coffee cup with rueful, look in his eyes that day and eighty four, where I had to make those lay offs, still hurts me awful day. Thousands of people all those families, the unit wrap scrutinising hosses, face released and between the Union and Lee Visor Friendly Levi's prizes a foreign treating its people right, but the wrap senses that Hamas is building up to something here. Well with me, You moving production to Asia, too harsh looks up from his coffee cup, no absolutely not Our products are made in America. Now working That way.

But but. I can ignore economic reality. Our rivals are already in Asia and undercutting us gonna stay, we have to increase productivity and cut costs. Ok, what's your plan stop paying people on their individual performance in and we put everyone in small self managing teams and pay them based on their teams performance. It should raise productivity and lower stress? Hopefully it will make the work more interesting to of endlessly performing the same task over and over, they could choose to makes it up union rap nods. That sounds good little impact where people widened their skills I think my members will like it. Backed by the union Levi, is rolled out the changes, the future.

Levi's? U S manufacturing operations, depends on whether rich new team based approach candles a big results, but Levi's pushes to stay American made back it. Lee things are getting desperate capturing the mom market. Lee has strewed. The brands cachet with young people. Sales are tanking and needs a solution fast. It's ninety ninety seven and at least headquarters in Kansas City. The team members from the adhesion see Fallon worldwide are nervous, LISA acting a big idea, that'll reconnected with a younger demographic, but the team doesn't have one leaves market chief folds his arms as the team ready its presentation. Out why the last campaign failed, yet the asian

he's account director grimaces paper. Liese last campaign was a winner surveys. college, kids loved the boy meets girl theme. Are they still didn't by Lee? we did some research and the thing is, people didn't believe the ads they couldn't imagine a coup girl and guy wearing Lee. The marketing chief rounds Well, you better have something that fixes that fast launches into their pitch They explain how they interviewed dozens of eighteen to twenty eight year old man to try and divine and emotional angle. They can use to sell Lee Genes the account. Takes a breath and delivers the best idea, his team has equality, people most associated with least durability. So we think our angle is Liese, indestructible spirit. It's the account director Dobbs marketing chief is yawning Your last me I ask you to make less sexy.

Instead, you offer me durability what we say jeez not tyres, the account director decides its best. Not. argue back: ok, ok come up with something better, Can we check out your archives before we go? It might spark something getting chief shrugs, show got you out. Half an hour later, the ad agency team is digging through Liese basement archives. The rumours of shelves piled high with old promotional signs and vintage genes. The team copyright or grabs a line- green polyester suit from a shelf holly's. Folks look at this horror, I just static shock, the account director, the disgusted face. Yak have seen a leisure suit. Since the days of disco I see wily keeps quiet about starting natural. as they move along

I'll, be right or notices, something on a bottom shelf hey! What's on the shelf is fourteen teenage high doll wearing Blue Denham. They appear at the chubby ball door with its hollow black eyes, he's creepy, yeah, but he does stand out, the copyright or rather the darlin heads over the archivist hey. What's this All about. its body, Lee weaker Did him as a promotional tool in the twenties use. popular in back the day everybody knew Buddy Lee. The ad team looks at the door they're, not sure what to do with this strange doll yet, but they sense that maybe just maybe he could help, Lee tumbling so fast. Now that even reviving this weirdo dollars worth a shot when

Talk to Adele Technologies, adviser their focused on you ready to advice on everything, from laptops to the cloud and offer tailored solutions powered by the until be pro platform to keep your small business right, for? What's next call, Adele technologies. Adviser today, at seven, seven, ask Dal! That's eight! Seven, seven ask dough. University of Maryland global Campus has more than twenty years experience. Providing online education to military service. Members and working adults You M d C can help you earn a degree in an in demand field from where ever you are at a budget that works for you bring low tuition, no cost digital materials in place of most textbooks scholarships for those who cannot by an more learn, more You m gc DOT Eu Slash, podcast.

It's one thousand nine hundred and ninety eight and a mysterious full page ad pushing a late night. Tv special is running in college newspapers nationwide above a pit Or of a bottle headed darling genes, the headline reads: when America needed a hero, they could look up to found one. calm down, there is no mention of Lee and no mention of genes. There is no explanation at all, just in the station the tune into comedy central it too. I am that night tens of thousands of intrigue, young adults, return from nights out and switch on buddy least story in the early part of the century, when President's had names like Wilson Hoover I fell in love with a rugged spunky little fellow known as bodily more than just a corporates, bookstall Buddy, In the spirit of the nation, at a time when America needed a hero with integrity after

counting how Lee made buddy it's mass God after the doll survived a bizarre farming accident, the mocking retails how he rose to the top and crashed the buddy buddy was, ladies man. the Ladys. They are they all love. I am unaware of the Ladys Woody headed ah whole, face me had power. The buddy least story introduces Liese, long retired mass got to new generation opening the door for him

Come the brands indestructible spokes doll once again in a very timid, he is in short supply and determination is found in small packages marked, do not open until Christmas stands, a man fourteen inches high with a backbone the size of the budget. We have actually done Gary's production soon, but least getting caught in tornadoes set on fire and electrocuted by eels but no matter what happens he and his durable Denham duds survive. The butter, Lee adds Connect Lee with the same anarchic humour that turned South park and rent and stepping into nineties icons. The number of people who dean Lee Cool doubled

sales of leaves new dung garee smash sales expectations, the brands, market share among young man rockets from five to twenty percent. all gains made it Levi's expense It's the last thing. Levi's needs now that it's dream of staying American made has become a nightmare. it's ninety, ninety eight and in the Levi's Factory and Blue Ridge, Georgia Angela, feels the eyes of her teammates boring into her judging or is she stitches another pair of genes, Angela's three or four years and she used to love it, but that in the day Levi's put people into small teams and link their paid their combined performance? She She is the genes in glances up. The red haired woman opposite is giving her Evil, eye Angela you better stay about. I got ripped to pay Angela

at the woman she used to call a friend. I just had carpal tunnel surgery or my hand, I'm going as fast as I can. I don't The crab I'm not missing my rent because of you. What did you say I said you're not gonna, hold me back and if you start work in faster. You better watch your bag and looks around for support from her other team members, but they are keep their heads down or look away trembling. Angelo rises from her chair. Things been bad. Ever since Levi's introduced the new team approach, but getting threatened by a co work, is a new low. I can take this place anymore screw this job devise plan to empower workers and save it's. U S. Factories has ended fear and loathing the best workers resent their slower colleagues who dragged down their pay slower workers feel constantly judged this

sick and injured or set upon fights, break out factory floors, some workers even get death threats instead for productivity, boost the teams, approach, What is the cost of making Levi's genes ten per cent. As the failure becomes clear Lee by CEO, Robert Hoss bowed to the inevitable. and belatedly follows bf in shifting production to Asian, soon Levi's. U S, factories are shutting down Cindy, thousands to the unemployment lines but it's too late to fix Levi's with a shift abroad year. of rising sales had convinced Levi's that it didn't need to change or evolve for a while that work, Levi kept making classic genes and watched the sales rise, but then the tide turned by the late nineties. Young people no longer want traditional Levi's. They

the kind of baggy genes warned by superstar wrappers like to back and snoop Dog, but Levi's views as to make them, and so. Finds itself out of Fashion nineteen. Ninety eight Levi's annual sales plunge by a billion dollars to six billion dollars, eighteen ninety nine sales collapse by another billion and leave eyes, loses its cool become, sales of wrangler only turn v into America's biggest Jean maker these families Jean Empire crumbling. Hoss realises, he must act and step one Swallow? Is pride higher himself from Job is Levi's, CEO The next episode warm

lands, Levi's hand, Bf drops Denham and LULU Lemons warriors strike, fear into the hearts of the gene giants. From wondering this is episode, Fibre, Denham Wars or business wars. If you Our show, please give us a five star rating in a review and be sure to tell your friends subscribe on apple pie casts Spotify the wondering app or wherever you're listening right now and to listen to episodes one we girly join one applause. provide some links and offers from our sponsors and the episode notes. Supporting them helps us keep offering our shows for free there's. Another you can support us in that's by filling out a small survey at wondering dot com. Slash survey. Tell us which business stories you like to hear

a note about recreations you ve been hearing. In most cases we can't know exactly what was said. Those scenes are dramatization but their based on historical research. I'm your hosts David Brown Donna been wrote, this story, cure and low is our senior producer and editor at it did and produced by Emily Frost. Sound designed by Kyle, Randal Kate Young is our associate producer. Our executive producers or Jenny, Lauer Beckmann and Martial Louis created by or Non Lopez for wondering the eyes of the country are on the Senate as Comma Harris deftly questions a witness at their confirmation hearing, millions of voters lean in closer to their tvs as they watch the prosecutor turned senator make her.

Is over and over again, the scene is broadcast around the world and commonly Harris is at the centre of one of the most controversial dramatic moment in our democracy, but behind the questions and quotes who is commonly Harris? What motivates her? What sort of leader is she I'm joy red host of Camelot next in line a new podcast from one Ray and MSNBC from her up bringing in California to making her mark in Washington DC. You hear commonly Harris's story, as it's never been told before subscribe of the wonder: YAP Apple, podcast or wherever you're listening now