heir employees and customers, always providing everyone with a fair chance. For example, during the period of instability following the earthquake all workers were paid, even if they could not work because of the damage. Secondly, during World War II, LS& C became one of the first American businesses to employ minorities in its factories. Replacing their advertisement in the window was a proud announcement, “We Hire Freely” (Goldish 44) . In addition to the various world disasters, the company made some blunders themselves. As a result, various product recalls were announced. In December 1996, Little Levi’s Koveralls and Shortalls were voluntarily recalled by the company, when it was noticed that the snap fasteners on the garments had the possibility of separating and children choking on them (Francis #97-050) . In May of the next year, they had to suffer another loss as well. A recall of approximately 57,000 fleece fabric shirts were made when they were found to be “dangerously flammable,” (Francis #97-121) . An additional recall was made in 2001, when two employees complained of skin irritation from Levi’s Glossy Finish jeans. The loss of revenue from 40,000 pairs was felt (Barron) . In addition to these setbacks, Levi’s had to endure the fierce enemy of competition. The turn of the 21st century brings even more apparel companies into the limelight as some wonder what will become of Levi Strauss & Co. Many feel that the future of the Levi’s corporation will be a very bleak one. Some attribute this to poor marketing, while others see it as a result of the never-ending competition. “Sometime around 1990, a great brand began coming apart at the seams. Levi’s market share among males ages 14 to 19 has since dropped in half, it hasn’t seen a successful product in years, its advertising campaigns have been failures, its in-store presentations are embarrass...
