Levi Strauss & Co.: Levi's Type 1 Jeans campaign
Mark LaneOVERVIEW
Levi Strauss & Co., whose founder invented blue jeans, became the jeans brand of choice for America's youth around the mid-twentieth century, but during the 1990s this began to change. After peaking in 1996 the company's sales fell steadily each year through the early years of the new millennium. In response to the changing tides of fashion, Levi Strauss in 2003 began implementing a new, segmented strategy that focused on the launch of two prominent new lines of jeans. Levi Strauss Signature jeans were a mass-market line to...