of Levi Strauss’s strong tradition and refocused the company on its basic, blue jeans heritage. This campaign doubled the sales of 501s during the next four years. Building on this solid-blue base, Levi Strauss began to add successful products like pre-washed, stone washed and brightly color jeans to its basic line.Late 1986, Levi Strauss introduced Dockers, comfortable and casual cotton pants targeted towards the aging male baby boomers. The concerning extension of the jeans business, the new line had even larger appeal than anticipated. Not only the senior citizens bought Dockers, so did their children. It seems that every American teen had to have a pair of casual cotton pants trendy enough to wear them when meeting his girlfriend’s parents. Levi’s Strauss seeing the success that Dockers has caused, continued to develop new products aging boomers, such as loose-fitting jeans for men who’ve outgrowth the company’s slimmer-cut 501s.In addition to the introductions of new products, Levi Strauss & Co. also stepped up its efforts to develop new markets. Like in 1991, they developed a jeans advertising campaign especially for women and launched an innovative 3-years of $12 millions “Jeans for Women” advertising campaign featuring the new version of the female form in blue jeans by female artists. It also aired a national Spanish-language TV Advertising campaign aiming it to the young, fast-growing, and brand-loyal Hispanic market.Levi Strauss’s most tense turnaround has been in its international market. Levi Strauss has now become the only truly global US clothing maker. Its strategy is to “Think Globally, Act Locally”. It operates a closely coordinated worldwide marketing, manufacturing and distributing system. Twice each year, Levi Strauss brings together managers from around the world to share products and advertising ideas and to search for those that have a global...
