Levi's goes offline to plug Web Stores

Johnson, Bradley; Cuneo, Alice Z.
June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, p2
Trade Publication
This article reports on the plan of Levi Strauss & Co. to shift its budget into traditional media, thus halting its on-line advertising for its Web stores in 1999. According to Kevin McSpadden, director of e-commerce and retail marketing of Levi Strauss, the company did not benefit from its Internet campaign. The apparel marketer, laboring to recover its declining business, launched sales of Levi's and Dockers products at two sites in November 1998. Levis Strauss backed the e-commerce campaign with advertisements on a number of Web sites. Levis Strauss gas prohibited department stores from selling its products online. McSpadden laid some of the blame on Internet media, saying Web pages clutter with banners and advertisements made it difficult for the company to deliver its message.


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