Complacency kills: protecting Levi's cool mindshare

Article Abstract:

Levi Strauss and Co. has recognized that it has to focus on its brand name rather than on the appeal of denim because there are other, attractive materials being developed. Levi wants to attract young people who will remain as customers. An international working party discussed trends which are considered 'cool' by young people and how Levi Strauss can retain its place on the 'cool' high ground. Competitors include other denim products and products which appeal because they have good advertising and image, such as Nike. Levi Strauss and Co. knows it cannot be complacent.

Marketing, Nike Inc., Market share, Clothing industry, NKE, Levi Strauss & Co.

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Childrenswear in Spain

Article Abstract:

Spain has around 560 companies specializing in the manufacture of childrenswear and babywear. Of these, almost half are small to medium-sized concerns with turnover of between Ptas250 million and Ptas500 million a year. Childrenswear and babywear accounts for around 18% of output in the knitwear and made-up clothing sectors. It is estimated that the value of imports is three times that of exports, mainly because of rises in imports of high quality goods from France and Italy.

Girls' & Children's Apparel, Spain, Children's clothing industry, Children's clothing

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KHADI JEANS - EAST MEETS WEST

Article Abstract:

The Khadi Gram Udyog Prayogsamiti of Ahmedabad has developed Khadi denim in two varieties. The two varieties include a heavy fabric weighing 453 gm per sq metre and a lighter fabric weighing 220 gm per sq metre. The Khadi & Village Industries Commission proposes to introduce jeans made from Khadi cloth at its retail outlets. (uh)

Product introduction, India, Denims, Broadwoven Fabric Mills, Denim

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