Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Levi's to adopt global strategy

Levi’s will adopt a single global strategy for its marketing and product assortment, moving away from the brand’s traditional split across Europe, the US and Asia.

Speaking to Drapers at Levi’s stand at streetwear show Bread & Butter yesterday (July 7), global chief marketing officer Becca Van Dyke, who joined the denim brand in April, said Levi’s will now be “operating as one”.

On Wednesday, the brand unveiled its global advertising campaign Go Forth, which will be launched to the public in August via the brand’s Facebook page, ahead of a television, cinema and print campaign.

The campaign was inspired by research commissioned by Euro RSCG Worldwide and Levi’s own research into the behaviour and values of young consumers. “(Young people) want to create a better world; they feel it’s their duty and responsibility,” said Van Dyke.

From autumn 12, Levi’s will also launch a global clothing collection. Director of merchandising for menswear Christopher Winnock said it will enable the brand to adopt a “holistic” approach. “We will still develop exclusives for certain regions.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.