TITLE

Levi's goes offline to plug Web Stores

AUTHOR(S)
Johnson, Bradley; Cuneo, Alice Z.
PUB. DATE
June 1999
SOURCE
Advertising Age;6/14/1999, Vol. 70 Issue 25, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1933952

 

Related Articles

  • Eu.levi.com.  // Brand Strategy;Nov2004, Issue 187, p29 

    Reports that clothing firm Levi Strauss and Co.'s Europe's web site was launched in five languages. Website's part of an online marketing strategy; Importance of the engagement element of communication; European averages of online advertising effectiveness; Need to present a kind of clothing in...

  • Dangerously low Levi's online sell attracts 38,000.  // Media: Asia's Media & Marketing Newspaper;7/11/2003, p12 

    Clothes manufacturer Levi Strauss & Co's 45-day online tie-up with India's leading portal indiatimes.com attracted 38,000 contestants for its 'Dangerously low' campaign to promote its low-rise jeans. In addition to the contestants, Levi's attracted more than 100,000 unique visitors who stayed...

  • A Turn Toward Online Advertising. Wicks, Amy // WWD: Women's Wear Daily;5/23/2009, p56B 

    The article reports that denim brands are beginning to grasp the success of online advertising campaigns. In the first four days after it premiered on YouTube, a new short Web film called "Jeans Jump" by Levi Strauss & Co. attracted 1.4 million viewers. Many brands are expressing a similar...

  • Dockers extends online presence via European site. Carter, Ben // Marketing (00253650);12/18/2003, p4 

    The article reports that Dockers, the Levi Strauss & Co.-owned casual-wear brand, is to launch its first pan-European web site in early 2004 to raise awareness of its clothing range across the continent. Dockers Europe has hired digital agency AKQA London to develop the site, which will be built...

  • Poor navigation and search put people off e-shopping.  // New Media Age;10/30/2003, p14 

    Presents the results of surveys by Fredhopper and Jupiter on the poor performance of retail Web sites as of October 2003. Factors which contributed to low conversion rate; Disadvantage of traditional query and response form of searching.

  • Switched on to service. Yates, Nick // Cabinet Maker;2/3/2006, Issue 5474, p29 

    The article features Christopher Wray's website which offers informations about several lighting retailer's products and services. The author elaborates on its featured sections and examines the website's flaws. He highlights the informations provided whenever a product is clicked and noted how...

  • eDeals innovation pushes envelope in online shopping. Duff, Mike // DSN Retailing Today;1/9/2006, Vol. 45 Issue 1, p3 

    The article focuses on the introduction of an online comparison engine called eDeals in the U.S. The web site evolved from an arrangement between developers and pricegrabber.com making eDeals a second generation price comparison site. The site aggregates common and unique services such as...

  • Roadkill: Bits & bytes.  // Advertising Age;7/15/1996, Vol. 67 Issue 29, p14 

    The article describes the Web sites of Levi Strauss & Co. and British rock group The Cure, both launched in 1996. Levi's has started doling out i-candy, or animated ads using Shockwave and server-push technology. The Cure on the other hand has established a music site with the help of SonicNet.

  • Levi's to halt product sales on Web site. Ryan, Thomas J. // WWD: Women's Wear Daily;11/1/1999, Vol. 178 Issue 85, p2 

    Reports that Levi Strauss & Co. is planning to stop selling products on its Web sites. Reason behind the company's decision to stop its electronic commerce business; Marketing strategies planned to be utilized by Levi's in the year 2000; Accessibility of Levi's products.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics