A humbler Levi rejigs its Australian appeal

Article Abstract:

Levi Strauss had its market share decrease from 35% in the late 1980s to 25% in the late 1990s as a result of dictatorship in the marketplace. The company controlled its jeans displays with various retailers which caused distribution to decrease. Levi will enter the discount jeans market with Californians, a new brand, in Jul-Aug 1998, and will continue to introduce its Original Levi Store outlets throughout the region.

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Hard work on a declining brand

Article Abstract:

Lintas Australia won the David Jones television advertising account after it hired the highly respected freelance creative director Ted Horton to work on its pitch. The account has an estimated value of A$10 million, according to Lintas, but it may be worth much less than that as the troubled David Jones likely will rely more on print ads and direct mail than TV ads.

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Restoring DJs to those who loved it

Article Abstract:

David Jones clothing stores will attempt to reverse its recent financial decline by instituting a new marketing strategy. Chief executive Peter Wilkinson says the store will restore its traditional image by pursuing affluent customers, focusing on women's and men's clothing, eliminating stores, starting a stock management system, and reducing private label items.

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