Levi's struggles to peddle Signature to men; Line is a hit with kids and teens at Wal-Mart, but overall sales slip.(News)

Advertising Age,  December, 2003  

Tags: Levi, sales, Wal-Mart Stores Inc.

• E-mail
• Print
• Link

Byline: ALICE Z. CUNEO

Levi Strauss & Co. has scored with sales of teen-targeted and kids' clothing at Wal-Mart under its new discount Levi Strauss Signature label. But men's apparel sales are sluggish, according to a memo CEO Phil Marineau sent to his staff.

"Now that we have a few months' experience with the brand under our belts, we are finding that sales of our trend core and kids' products are exceeding our expectations, but the men's business is lagging,'' Mr. Marineau told Levi Strauss employees in a Nov. 13 memo obtained by Advertising Age, and confirmed by the ...

Read the rest of this article with a Free Trial at HighBeam Research.