TITLE

Levi's makes move to drop all the hype and push products

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
April 2000
SOURCE
Advertising Age;4/17/2000, Vol. 71 Issue 17, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article highlights the marketing efforts of Levi Strauss & Co. which aims to boost sales in 2000. The company is launching two new product lines and advertisements for the fall season to market its product to young consumers. Print advertising will support its Lot 53 clothing line while TV spots will focus on Levi's Engineered jeans. In the U.S., the Engineered collection will be featured in specialty stores, supported with print advertisements in alternative lifestyle and fashion books. The new advertising approach is being complemented by an effort to build closer relationships with the company's retail customers.
ACCESSION #
3011592

 

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