Levi's - Nippon Socdachi

Sudeep Gohil and Tomoko Toyota

Launch (2000) of Levi's Engineered Jeans brand in Japan. Illustrates how Levi's used a local advertising approach to revitalise their business, which had been declining and threatened by a local denim brand, Edwin.

Clothing, apparel
United Kingdom

Agency: Bartle Bogle Hegarty

Authors: Sudeep Gohil and Tomoko Toyota

Levi's

Nippon Sodachi

Introduction

These days there are people who riot about global brands and their supposed cookiecutter approach to international marketing. Those rioters might be pleased...

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