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Advertising at Levi Strauss
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A 10 page paper discussing how Levi's lost the teen buyer and to what extent the company will go to win them back. Levi Strauss is reported to be a $7 billion company, and has grown in its 140-year history to be one of the anchors of true American culture. Built on being the rough work pants of the West, Levi found that it had neglected its younger buyers and as a result was rapidly losing market share in the US though it was still performing well overseas. The company reassessed its approach to the younger buyer late in 1997 and then directed much of its total advertising budget to regaining lost ground with teens. Bibliography lists 9 sources.
Filename: Levis.wps

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