Levi undertakes PR restructure at its EMEA HQ

Levi Strauss Europe, Middle East and Africa has restructured its communications headquarters in Brussels.

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

advertisements.



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