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Article: Levi Strauss Unveils Clothing Line
- Article from:
- AP Online
- Article date:
- October 30, 2002
- Author:
CopyrightThis material is published under license from the Associated Press. All inquiries regarding rights should be directed to the Associated Press. (Hide copyright information)
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SAN FRANCISCO (AP) _ Seeking to win back bargain-minded shoppers, slumping
jeans maker Levi Strauss & Co. on Wednesday unveiled a discount clothing
line that will be sold by Wal-Mart Stores next year.
Levi's new Signature brand represents the San Francisco-based company'
s long-awaited attempt to appeal to a fast-growing consumer segment
with frugal fashion tastes.
Shoppers buy nearly one-third of their clothes at Wal-Mart, Target
and other discounters, a trend that forced Levi's to expand beyond
the department store business that has generated most of its sales.
Levi's hopes to sell the Signature clothes in other discounters besides
Wal-Mart.
"We want to ...