Levi, P&G, Mattel Tackle E-Tailing

Alex Garcia loves his Levi's. He hankered for a plaid trucker jacket from the clothing maker but couldn't find it at any of the stores near his home in Los Banos, Calif., in the state's Central Valley. So Garcia logged on to the Levi Strauss & Co. Web site and bought one straight from the source. "I wear nothing but Levi jeans," says Garcia, 34. "They're just great jeans."

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