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Article: Brands to Give Dark Denim Big Play in Las Vegas.
- Article from:
- Daily News Record
- Article date:
- August 31, 1998
- Author:
CopyrightCOPYRIGHT 1998 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Increased competition will have major and newer names working harder to attract buyers
NEW YORK -- It's no secret that the jeans business is becoming more competitive, which means both major brands and the newer names will have to try harder to attract buyers at MAGIC.
Levi's continues to champion raw, dark denim. While Levi's focus at the last MAGIC was product locator programs, this time around it is product only.
Levi's booth will be covered in images from its current "hard jeans" campaign, with print ads plastered to the floor and the word "HARD" spelled out against the back wall of the booth. Its featured product will be stiff cuffed ...