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In its zeal to become the authoritative men’s ‘fashion consultancy’ on the Web, Levi Strauss’ Dockers site has shed most of the content not directly focused on the brand in favor of wardrobe hints, a comprehensive listing of retailers and, eventually, real-time customer support. The division of the San Francisco apparel marketer intends to at least double its Web budget for 1998 to $1million to $2 million.
Last month, Dockers pulled one of the glitzier entertainment areas on the site, a game, starring a fashion consultant, called The Mission.
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