Levi's launches Euro Dockers site

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[San Francisco] Levi Strauss & Co.'s Dockers, bolstering its positioning in Europe as a brand for a younger, hipper crowd, this month launched a pan-European Web site. Translated into English, Italian, French, German and Spanish, the site's theme is that history should be made, not just studied. Visitors are invited to submit video clips on things they have done while wearing Dockers that would be "firsts" in history, such as playing mini-table tennis on the Eiffel Tower, or playing "parking-regulation Olympics." "It's intended to get the young audience involved in the brand and it has a viral quality to it," said Tom Bedecarre, president of independent agency AKQA. The site is intended to support two new Dockers' lines in Europe, Premium Trend and Dockers Made in History. Dockers' U.S. Web site has a decidedly more staid look and feel, focusing on product attributes such as wrinkle and stain resistance.
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