American Icon Not Ready To Fade Away

From Los Angeles Times:

Levi Strauss & Co. posted a fourth-quarter profit as the jeans maker ended an eight-year sales slide marked by fashion missteps, mass layoffs, plant closures and accounting troubles.
The San Francisco-based company said it earned $43.6 million during the three months ended Nov. 27.
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Levi is privately held but discloses its financial results because some of its debt is publicly traded.
The company has spent most of the last decade scrambling to survive as trendsetters shunned the Levi’s brand and cost-conscious customers snapped up lower-priced clothing made overseas.
Levi is hoping to spur more sales by opening about 20 of its own stores this year, more than doubling the 18 currently operated by the company.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.