Retail: Levi's CMO Rebecca Van Dyck

To attract younger consumers, she emphasized that 'all asses are not created equal'

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Back in 1873, when Levi Strauss started selling overalls to prospectors in the California Gold Rush, he probably didn’t dream that Levi’s would still be around 138 years later. Nor would he have imagined that his jeans would be competing with 178 other denim brands. Luckily, while the company no longer has Mr.

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