Sales: Estimated $6 billion-plus, a record, worldwide for 1994 (official numbers will be released in February).
Leadership: Robert Haas, chairman-CEO; Thomas Tusher, president-chief operating officer; Robert D. Rockey, president, Levi Strauss & Co., North America. Division presidents: George Porter, Levi's USA; James Capon, Dockers USA. Consumer marketing directors: Steve Goldstein, Levi's USA; Robert Hanson, Dockers USA.
Ad spending: Bulk of spending is $100 million for North America.
Agencies: Foote, Cone & Belding, San Francisco (lead agency; handles North America); Bartle Bogle Hegarty, London (Europe); McCann-Erickson Worldwide (South America, Asia, Australia); Mendoza, Dillon & Asociados, Newport Beach, Calif. (U.S. Hispanic).
Recent successes: Turned around its missed marketing opportunity in wrinkle-free and has begun to make headway against competition; increased awareness and share in women's jeans line.
Challenges: Keep products relevant by shortening design cycle; restructure manufacturing and distribution cycle to keep shelves stocked and replenished in a competitive time frame; continue to freshen Dockers brand to younger target to capitalize on casual businesswear trend.
Source: Advertising Age and Levi Strauss & Co.