ABSTRACT
Levi Strauss & Company is the largest brand-name apparel manufacturer in the world with sales of $6.9 billion in 1997. The company markets products under the Levi’s, Dockers, and Slates brands in 30,000 retail outlets in more than 60 countries. Levi’s, the company’s most valuable trademark, is registered in more than 200 countries. Traditionally, Levi Strauss has used clever marketing and powerful creative execution to launch its key brands and line extensions. The company’s 68-year relationship with Foote, Cone & Belding (and its predecessor, Lord & Thomas) resulted in ad campaigns that helped shape several generations, using striking imagery and music to reach target consumers. Singing the “501 blues” or knowing the “501 reasons” to wear button-fly jeans helped propel Levi’s jeans from just a product to a cultural icon.
