Jeans sans Frontières - How Advertising Generates and Protects Levi Strauss Jeans Sales Across Europe

One of Europe's most severe economic recessions and an accompanying decline in the 11–24 year-old population threatened to reverse growth at Levi Strauss Europe.
Agency: Bartle Bogle HegartyAuthor: Stephen Walker

Jeans sans frontires: How advertising generates and protects Levi Strauss jeans sales across Europe

INTRODUCTION

This paper will describe the contribution that advertising has made to the continued development of the Levi Strauss jeans brand in Europe between 1988 and 1991.

We shall demonstrate how, despite a major economic recession and accompanying decline in numbers within Levi's core 11–24 target audience, the brand has prospered, generating enhanced profitability and stability for Levi Strauss and Co worldwide.

It will be our contention that a major contributor to this success has been the...

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