Levi Strauss & Company: 501 Reasons campaign (1995)

The 1995 back-to-school season was a critical one for Levi Strauss & Co. With consumer demand for denim apparel on the upswing after an industrywide slump in the 1980s, the traditional jeans maker resurfaced only to face a new flank of competitors.

Levi Strauss & Company: 501 Reasons campaign

Barbra Brady

Overview

The 1995 back-to-school season was a critical one for Levi Strauss & Co. With consumer demand for denim apparel on the upswing after an industrywide slump in the 1980s, the traditional jeans maker resurfaced only to face a new flank of competitors. Levi's had long battled Lee for the top spot in the market, with designer labels such as Calvin Klein and Guess? not far behind. In the early 1990s a third contingent entered the arena as mainstay department stores J.C. Penney and Sears, Roebuck & Co. introduced their own...

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