TITLE

BRAND MOT: LEVI STRAUSS & CO

AUTHOR(S)
Doonar, Joanna
PUB. DATE
June 2004
SOURCE
Brand Strategy;Jun2004, Issue 183, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
13478674

 

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