Levi Strauss Signature: A New Brand for Mass-Channel Retail Stores

Ulrike Mayrhofer () and Claire Roederer
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Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Claire Roederer: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

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Abstract: Written in close collaboration with the marketing team of the European subsidiary of the Levi Strauss group, this case-study presents the activities of the Levi Strauss group, its position in the European market, its brand portfolio, and the European distribution system of jeans.

Keywords: International distribution; Levi Strauss Signature; Levi's (search for similar items in EconPapers)
Date: 2010
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Published in 2010, pp.621-625

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00690200

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