|Trying for Turnaround: Ailing Levi Strauss Refits U.S. Strategy|
|Key Words||strategy, advertising|
Levi Strauss & Co. has seen sales fall $2.9 billion over the last 5 years. The new CEO, Robert Hanson, feels that the company needs to rebuild the brand icon, and is doing that with a new advertising approach that includes edgier ads and tie-ins to music sponsorships. Hanson is also fixing Levi's distribution and inventory problems.
Levi has been a very traditional company in the past, both in its approach to marketing and in its corporate culture. Its new campaign for low-cut jeans, headlined "Dangerously Low," is a break in its previously wholesome approach.
The company is also attempting to get its costs in line by closing factories. Still, it faces stiff competition from designer, retail private-label and boutique brands.
|Source||Alice Z. Cuneo, "Trying for Turnaround: Ailing Levi Strauss Refits U.S. Strategy," Advertising Age, July 15, 2002, p. 12.|
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