Levi Strauss Europe, Middle East and Africa has restructured its
communications headquarters in Brussels.
The move comes as the clothing giant attempts to claw back sales lost to
rivals such as The Gap, Calvin Klein and Tommy Hilfiger.
The firm has merged its corporate communications with its community
affairs and government relations departments, which cover the UK as well
as continental Europe.
The team will be headed by former region community affairs director Alan
Christie, who has become public affairs director in the reshuffle.
He will lead a team of eight and report to Levi Strauss Europe, Middle
East and Africa president Carl von Buskirk.
Christie said: ’Bringing together three areas into one team will bring
new synergy that will help us to support our business and our brands
more effectively in the future.’
Levi’s global sales fell from a high in 1996 of pounds 4.4 billion to
pounds 3.7 by the end of 1998. The company has fought the decline
through campaigns for its Dockers and Sta-Prest ranges. The company
hopes to gain street credibility through word of mouth PR campaigns on
the back of the Flat Eric yellow puppet used in its current Sta-Prest