Levi Strauss & Company: Women In Motion campaign
Rebecca StanfelOverview
Levi Strauss & Co. had been manufacturing clothing for women since 1935, but the company had never invested much effort in promoting these product lines. In the early 1990s, however, the company realized that it was failing to reach half of its potential consumers and decided to embark on its first major ad campaign targeted to women. The company faced an uphill battle. Many female consumers were unaware that Levi Strauss & Co. even made a line of clothing specifically designed for women, and a stagnating market for women's...