How CEO Marineau is trying to breathe life into the brand
REVAMP THE PANTS
A transfusion of talent from its European unit is helping Levi's come up with trendier offerings such as new jeans with flared legs or low waists. But many of the new styles won't hit store shelves until 2003.
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Marineau is moving into higher-end retailers like Neiman Marcus, Saks Fifth Avenue, and Bloomingdale's later this year. He's considering a push into discounters like Wal-Mart and Target. Attempts to tap into youth-oriented boutiques like Pacific Sunwear and Urban Outfitters, however, have met with mixed results.
Eye-grabbing advertising, featuring hip street dancers and epic special effects, are once again generating interest in the Levi's brand. But without much new product to sell, there has been no real payoff so far.