The firm positioned its products with changing times and changing demands, keeping existing customers and capturing new markets. Increases in sales ultimately increased profits. There is no more distinctly american item of apparel than blue jeans. For close to 150 years, Levi's jeans have captured the attitude and spirit of americans of all ages.
Levi's jeans is still weathering the chill wind of changing fashion. Levi's executives are concious that advertising is the best way to build the brand image.
For this reason Levi's will start to shift some ad dollars away from TV to new media that offer interactivity and that attract its sought-after young adults. It is a reality that today's advertising dollars for successful consumer brands are spent on maintaining brand awareness and market share.
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