Doonar, Joanna
June 2004
Brand Strategy;Jun2004, Issue 183, p10
Trade Publication
Presents the views of several marketing executives regarding the decision of Levi Strauss & Co. to launch Levi Strauss Signature, a mass market brand. Praise for the sale of the Dockers brand; Citation of reduced denim quality and character; Need for the company to address increasing competition. INSET: LEVI'S RESPONSE.


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