Levi's and the Fifth 'P' of Marketing

Geoffrey Precourt

After leaving the ecommerce world in the 90s, Levi Strauss & Co, the clothing retail company most associated with jeans, returned to the channel in 2006.

Levi's and the Fifth 'P' of Marketing

Geoffrey PrecourtWarc

A decade ago, Levi's all but gave up on digital media, walking away from its ecommerce business.

The company wasn't doing well, and exploring that part of the digital frontier seemed a distant goal compared with the more immediate concern of building a presence on its retail partner sites. Parent Levi Strauss & Co. had launched Levi.com in 1995, but only as a channel for retail marketing. In 1998, Levi's did experiment with ecommerce – a program that excluded retail-partner participation – but walked away from that effort a year...

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