Levi to Stroll Dockers Through Europe

SAN FRANCISCO – Levi Strauss & Co. said it has selected Garberg, a Swedish subsidiary of Foote, Cone & Belding, to handle the advertising for the rollout of its Dockers line of products in Europe. In August, the company will begin test marketing Dockers in Sweden at a select group of stores. Dockers are currently available in Canada, Australia, Japan, Central America and some South American countries. John Pachtner, a spokesman for Levi Strauss, said he was unable to put a dollar amount on the anticipated ad spending for Dockers in Europe, saying only that initially it would be small. ‘Sweden is not Europe’s biggest country and it is a test, so we’ll look at that and evaluate,’ Pachtner said.
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