Worn, torn and tabbed in Levi's

Jones, Morag Cuddeford
June 2003
Brand Strategy;Jun2003, Issue 172, p16
Trade Publication
Examines the evolution of the Levi's brand as Levi Strauss celebrates its 150th anniversary in 2003. Leadership in the field in product innovation and style rebellion; Fluctuation in the popularity of Levi's jeans in the 1990s; Efforts to revitalize the brand with the help of advertising agency Bartle Bogle & Hegarty; Expertise of the company in marketing and communications.


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