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Levi's struggles to redefine itself as a premium-denim purveyor; Invokes spirit of Warhol, goes 'underground' to increase cool quotient.

Publication: Advertising Age
Publication Date: 11-JUL-05 		Format: Online - approximately 832 words
Delivery: Immediate Online Access
Full Article Title: Levi's struggles to redefine itself as a premium-denim purveyor; Invokes spirit of Warhol, goes 'underground' to increase cool quotient.(Levi Strauss & Co)

Article Excerpt
Byline: STEPHANIE THOMPSON

Levi Strauss & Co. invented jeans, but that can be a liability when trying to sell a pair for more than $100. As the market for ultra-pricey denim continues to explode, Levi's profile among fashionistas is lower than the waistband on a pair of Earl Jeans.

While Levi's was focused on fixing its core jeans business, newcomers such as Earl as well as Seven for All Mankind, Citizens for Humanity and True Religion have staked their claims to the lucrative $1 billion-plus luxury-denim market. But now that the San Francisco-based apparel maker is out of the red and stabilized at roughly $4 billion in annual sales, it plans to invest heavily over the next year to spotlight its struggling, 4-year-old...

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