Levi’s appoints two to re-energise its brand

Levi Strauss, the world’s leading jeans manufacturer, has hired Exposure and Edelman PR Worldwide as it prepares to relaunch its brand and enhance its corporate image.

Levi Strauss, the world’s leading jeans manufacturer, has hired

Exposure and Edelman PR Worldwide as it prepares to relaunch its brand

and enhance its corporate image.



The company is using PR to fight back after global sales fell from a

high in 1996 of pounds 4.4 million to pounds 3.7 million by the end of

1998. Rivals such as The Gap and Calvin Klein are providing increasingly

stiff competition.



Levi’s has hired lifestyle PR specialist Exposure to relaunch the Levi’s

brand to the trade press and launch its spring 2000 range.



The manufacturer is planning to cut its product range, refit its

flagship store in Regent Street, and sell its products through

department stores as well as its own boutiques.



Levi Strauss presence and publicity director for Europe Lesa Musatto

said: ’We are putting a very clear focus on innovation in all areas of

our business, including product, consumer placement and retail

formats.’



Shilland and Co, Levi’s pan-European agency of record, is expected to

handle the consumer launch of the spring 2000 range and reposition the

brand to consumers later in the year. Shilland has held the Levi’s

account for 14 years. Managing director Peter Shilland was previously a

marketing director at Levi’s.



Edelman was hired by the manufacturer this week after a competitive

pitch to handle corporate and government relations across Europe, Middle

East and Africa. Part of the agency’s brief is to promote Levi’s

corporate citizenship credentials as the debate over how multinationals

become involved in communities rages.



The account will be headed by deputy managing director for Edelman

Brussels Laurentien Brinkhorst, who will work under Levi’s public

affairs director Alan Christie.



Earlier this year, Levi’s merged its corporate, community affairs and

government relations (PR Week, 2 April). The company uses around 50 PR

agencies around Europe.



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