LEVI PROMOTES WAL-MART DISTRIBUTION
By Adnews Staff
Levi Strauss of Richmond Hill, ON is promoting the introduction of the Levi Strauss Signature line in Canadian Wal-Mart stores. The new line includes denim and non-denim pants, shirts and denim jackets. The Signature brand features its own identity separate from the Levi's brand including its own logo and product packaging. The initial launch includes men's and women's collections. Levi Strauss Signature for kids is scheduled to launch next year. The launch is being supported at the retail level with in-store television and radio along with signage and other POS materials. Advertising was adapted from creative by Levi's agency in the U.S., FCB, used to support the launch of the Signature line in that market. Additional distribution of the line through other retail partners in Canada will be considered over the next year.