Welcome to the board; I loved your book.
More MSGI research. Note this Press release from Levi's! Look at what they plan to do. Again, who did a major corporation pick? MSGI. Note my italics in the body, below: This company has traction.
SAN FRANCISCO (February 16, 1999) – Levi Strauss & Co. (LS&CO.), which is in the midst of corporate repositioning, today announced worldwide net sales of $6.0 billion for the fiscal year ending November 29, 1998. Sales for the year were 13 percent below the company's 1997 sales of $6.9 billion.
The company's three divisions posted the following sales results for the year:
•Levi Strauss, the Americas: $3.9 billion. •Levi Strauss Europe, Middle East, Africa: $1.7 billion. •Levi Strauss Asia Pacific: $369 million.
(LS&CO. is a privately held company and does not release corporate earnings or competitive data about specific brands or business units.)
The overall sales decline reflects soft sales of the flagship Levi's® brand in 1998. This performance overshadowed solid results for both the Dockers® and Slates® brands. The Dockers® brand, the leader in the khakis market, ended the fiscal year with record sales. The Slates® brand -- launched in August, 1996 – has grown to be the No. 1 selling dress pant in U.S. department stores.
During the second half of 1998, LS&CO. moved to an entirely new business model – consumer-focused brand management. This new model, with its intense focus on the consumer, is intended to enable the company to build its existing brands as well as a larger portfolio of brands – whether these are sub-brands or new brands.
As part of this new strategy, LS&CO. is devoting more resources to innovative marketing and product design in all of its three divisions worldwide. In addition to new ad campaigns for the Levi's® brand, the company is actively involved in music and film sponsorships around the world. In 1999, LS&CO. will launch an assortment of new product offerings, many of which will be available on the company's new Internet commerce sites – www.levi.com and www.dockers.com. |
