Levi Strauss & Co.: They Go On campaign

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s.

Levi Strauss & Co.: They Go On campaign

Mariko Fujinaka

OVERVIEW

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s. Jeans designed by competing brands such as Guess, Tommy Hilfiger, and Calvin Klein had encroached upon Levi's market share. Foote Cone & Belding, which had been Levi's ad agency since 1930, was set back after its executive creative director, Mike Koelker, resigned in 1994. Koelker had served as an adviser to Levi's chief executive, Bob Haas, and had also...

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