Levi's Smaller Shops to Boost Retail Presence

Levi Strauss & Co. is expected to call upon its “boutique and design shops” to help step up its brand presence at the retail level, as it seeks to break out of a sales slump.
TBWA/Chiat/Day, which now handles most of those duties, is expected to step back and give more attention to creating a fall campaign that will put Levi’s jeans in a more “sexy, sophisticated” light, said sources.
This approach will be a significant change from recent efforts for Levi’s, which have taken a cocky, and occasionally grungy approach.