Levi's claims sales slump has reversed

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A Levi Strauss & Co. executive said the company has stopped the sales decline in its jeans division. Robert Holloway, VP-marketing for the youth category said last week during an interview with Advertising Age that while the company overall suffered a 13% overall sales drop last year, its new advertising strategies and work from agency TBWA/Chiat/Day have begun to show results. ``We've stemmed the decline. . . 1999 is starting off well,'' Mr. Holloway said, adding the company plans its first major push this fall for its L2 line of fashion jeans and new executions for its Silver Tab line.

Copyright March 1999, Crain Communications Inc.

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