page 21:
"Fitting In: In Bow to Retailers' New Clout, Levi Strauss Makes Alterations" Wall St. J. (June 17, 2004) A1
Levi Strauss is an icon in the jean industry. Levi Strauss & Co. has a 151-year history. How did Levi's go from an elite brand to a jean label carried at Wal-Mart? And, after selling at Wal-Mart, the Levi's company was concerned about tarnishing its brand image if Levi's jeans were sold at Costco? Wow. Let's be clear. People conscious about image would rather admit to shopping at Costco than Wal-Mart. Even Oprah has shopped at Costco. Likely, the Levi's company was more worried about how Wal-Mart would react to Levi's jeans selling at Costco. Sam's Club, a division of Wal-Mart, is a direct competitor of Costco.
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