Magazine article Marketing

Levi's Hikes Spend to Back New Brand

Magazine article Marketing

Levi's Hikes Spend to Back New Brand

Article excerpt

Levi Strauss is set to put its highest ever annual ad spend behind the launch of Levi's Engineered Jeans (LEJ), the new sub-brand it believes can reverse flagging global sales.

The first four-week advertising burst for LEJ, created by Bartle Bogle Hegarty and bought by Motive, breaks today (Thursday).

The campaign represents a 25% increase on last year's spring advertising spend for the sta Prest sub-brand which featured furry brand Icon Flat Eric.

Levi's will not reveal the increase in the UK budget, but said it would top last year's [pounds]7.2m spend.

The launch comes as Levi's continues to battle against falling sales. Last month it announced a 14% slump in year-on-year sales in 1999, from $5.9bn ([pounds]3.75bn) to $5.14bn ([pounds]3.2bn). Europe, which will see the introduction of LEJ before the US market, performed particularly badly.

Levi's which says sales of LEJ have already reached 50% of sales for 501s after less than a month at its London flagship store in Regent Street, is targeting the ads at an audience of 15- to 20-year-olds who seem to have turned their backs on denim. …

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