Levi Strauss & Co. has added another horse to its creative stable, bringing in Lambesis to develop a new global product set to launch next year under the Levi brand umbrella, sources said.
It is unclear whether the new product will be an apparel brand, but sources said it will be "youth-oriented"--a demographic Levi has courted in an attempts to improve its market share.
Robert Holloway, a vice president of marketing at the client, is managing "brand-building efforts" targeting younger consumers and is involved with Lambesis' project, sources said. Levi executives declined comment.
San Francisco-based Levi is also said to be looking for new acquisitions and may tap Lambesis for advice on potential candidates among youth-oriented brands. In a recent memo to its global corporate staff, John Ermatinger, president of Levi Strauss, the Americas, wrote that Levi wanted "a larger portfolio of apparel brands."
Lambesis does not handle any advertising for Levi. The agency held talks with the client earlier this year when it reviewed its estimated $70-90 million Levi's jeans business, sources said.
Lambesis, based in Del Mar, Calif., is experienced in brand and product development projects. The shop helped design and launch the Fetish fragrance for former client Renaissance Cosmetics. Lambesis principal Chad Farmer declined comment.
Lead Levi shop TBWA Chiat/Day in San Francisco said it was unaware of Lambesis' relationship with the client. Foote, Cone & Belding in San Francisco, which handles Dockers and Slates, did not return calls.