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| Author: | Remila, L. |
| Title: | Levi becomes an icon (again) |
| Journal: | Strategies Europe
2001 : JAN, 4, p. 30 |
| Index terms: | DESIGN MANAGEMENT EUROPE CLOTHING INDUSTRY |
| Language: | eng |
| Abstract: | The pioneering jeans brand discovered that it had lost its edge with consumers -- so it invented a new cut of trousers and a new kind of store. Levi Strauss has taken an unusual approach to regaining some of the ground it has lost in the eyes of trendsetters across Europe. It is opening stores from which the name Levi's is all but absent. The so-called Icon stores are not immediately recognizable as having anything to do with the famous jeans maker. |
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