Commerce In Store for Levi's - Brief Article

Brandweek, Nov 9, 1998 by Bernhard Warner

One of the Web's first advertisers, Levi Strauss & Co., is finally joining competitors The Gap and Bugle Boy in electronic commerce. The San Francisco-based clothing manufacturer is expected to launch an online store Nov. 23 featuring Levi and Dockers apparel. Levi Strauss officials refused comment except to say a sneak peak would be available to the media this week.

Even though Levi's was mum about the launch last week, comments by company executives in the past demonstrate how badly it wants to sell direct to consumers, and vice versa. Former Dockers marketing director Heidi Oestrike, who recently moved to Nike Apparel USA, told IQ News last year that the No. 1 wish of those e-mailing dockers.com is that they be able to buy Dockers online.

The delay thus far for Levi Strauss & Co., sources said, has stemmed from legal issues that forbade the manufacturer from setting prices for its products in the U.S.