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One of the Web’s first advertisers, Levi Strauss & Co., is finally joining competitors The Gap and Bugle Boy in electronic commerce. The San Francisco-based clothing manufacturer is expected to launch an online store Nov. 23 featuring Levi and Dockers apparel. Levi Strauss officials refused comment except to say a sneak peak would be available to the media this week.
Even though Levi’s was mum about the launch last week, comments by company executives in the past demonstrate how badly it wants to sell direct to consumers, and vice versa.
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