SAN FRANCISCO, Jul 15, 2003 / — LEVI STRAUSS SIGNATURE™, the new Levi Strauss & Co. brand created exclusively for consumers who shop in the mass channel, arrives in stores today.
The new brand launches with a collection of denim and non-denim pants, skirts and jackets as well as cotton shirts for men, women and children. In homage to Levi Strauss & Co.’s founder, the new brand, its logo and product packaging leverages the company’s 150-year history.
LEVI STRAUSS SIGNATURE™ is available in Wal-Mart stores nationwide today.
“With LEVI STRAUSS SIGNATURE™ products mass channel consumers now have access to high-quality, affordable jeanswear from a company and name they trust,” said Mary Kwan, vice president, the LEVI STRAUSS SIGNATURE™ brand. “We are especially excited to introduce this new brand while we celebrate our rich,150-year history.”
LEVI STRAUSS SIGNATURE™ clothing is designed with high quality construction and updated styling expected by today’s mass channel consumers. Each LEVI STRAUSS SIGNATURE™ product is designed with Levi Strauss & Co.’s industry standard craftsmanship and includes the following product details:
Reinforced, plain back pockets
Innovative finishes (previously available only in more premium jeanswear brands)
“Levi Strauss Signature” waistband patch
The product hangtags describe the authenticity and quality of the jeans from the company that first made sturdy “waist overalls” for miners seeking durable work pants in California in the 1870s. Relaxed, straight, low-rise and classic fits are offered. The suggested retail prices for the men’s and women’s jeans are below $25.00.
“LEVI STRAUSS SIGNATURE™ delivers on what our customers expect from Wal-Mart apparel – quality, value and fashion,” said Lois Mikita, senior vice president and general merchandise manager, Wal-Mart Stores, Inc. “We are excited to be the first retailer to introduce this brand to consumers.”
Levi Strauss & Co. announced the launch of the new brand in October 2002. The introduction is part of the company’s long-term business strategy — to market the most appealing and widely worn casual clothing in the world to consumers of all ages and lifestyles. LEVI STRAUSS SIGNATURE™ is designed for 160 million consumers who shop in the mass channel in the United States, a market that accounts for 31% of total U.S. jeans sales.
Levi Strauss & Co. now has a portfolio of three brands, Levi’s®, Dockers® and LEVI STRAUSS SIGNATURE™, each designed to appeal to different segments of the population wherever they buy clothing. Levi Strauss & Co. is one of the world’s leading branded apparel companies, marketing its products in more than 100 countries worldwide. The company designs and markets jeans and jeans-related pants, casual and dress pants, shirts, jackets, and related accessories for men, women and children. For more information, visit: www.levistrausssignature.com