LEVI'S TO PUT DOCKERS BRAND ON THE BLOCK

New Marketing Strategy Shifts Focus Back to Levi's Name

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NEW YORK (AdAge.com) -- Levi Strauss & Co. said today it will explore the sale of its Dockers casual pants brand, which it said generates annual revenue of roughly $1.4 billion.

The move is part of an ongoing turnaround

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Work Was Handled by Foote Cone & Belding
effort to help return Levi's to profitability following a seven-year sales slide. Levi's has already eliminated 5,000 jobs and more layoffs are expected to be announced this month.

Brand building
As Levi's looks to sell off Docker's, it is placing more emphasis on growing and building its Levi's brand with new products, such as the value-conscious Levi Strauss Signature line, and renewed marketing efforts.

Bartle Bogle Hegarty, New York, which is 49% owned by Publicis Groupe, handles advertising for Levi's while Interpublic Group of Cos.' Foote Cone & Belding, San Francisco, works on Docker's in addition to the little-advertised Signature line sold in Wal-Mart and Target.

Bobbi Silten, president of Dockers, in a statement said the company will still focus on innovation and marketing on the Dockers brand during the search for a new owner.

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Alice Z. Cuneo contributed to this report.

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