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Levi Strauss & Company (3/3)


This is also part of this series: Branded: The Power of Brand Names (3)

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Subjects: Consumerism

Grade Level: SrH-Adult
Producer: BBC
Closed Captioned: No
Running Time: 40 mins
Country of Origin: Great Britain
Study Guide:

Copyright Date: 1996
Available in French: No

Levi's, the quintessential all-American brand, controls more than 20 percent of the world jeans market, with sales topping $6 billion. But along with the jeans, consumers are buying something intangible: a feeling of belonging to a hip world culture. This program explores the Levi's phenomenon from Gold Rush to gold mine, and the efforts of Chairman and CEO Robert Haas, great-great-grandnephew of Levi Strauss, to keep the brand pure in spite of marketing new lines of apparel such as Dockers. A BBC Production.