Blog: Leonie BarrieLevi's jeans join Tesco's 'it' list

Leonie Barrie | 15 April 2004

Tesco and Levi Strauss seem to have forgotten their long-standing legal wrangle over cut-price jeans – all in the name of commerce. Two years ago, the British High Court ruled against Tesco’s attempts to sell cheap Levis sourced from the so-called “grey market” outside Europe. But over the past few days the two companies have put on a united front as Tesco’s UK stores have rolled out Levi’s low-price Signature clothing range and watched the pounds roll in.

Despite initial scepticism about its decision to launch into the cheapest end of the market, Levi’s Signature range seems to be one of the few bright spots for the iconic jeans maker at the moment. Yesterday the company posted a narrowed quarterly loss – down to $2 million against a net loss of $58 million last year – boosted, it said, by the Signature line. Although Levi’s says fears that the Signature range would cannibalise sales of its other products are unfounded, it’s perhaps telling that the core Dockers and Levi's brands are still on the decline.

UK: Tesco Stocks Cut-Price Levi's Despite Legal Feud


BLOG

US border tax a contentious issue

Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...

BLOG

Primark's sustainable cotton programme takes shape

With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...

BLOG

Trump administration starts to shake up trade

Last week we marked the inauguration of Donald Trump as the 45th president of the United States by taking a closer look at what's at stake for the textile and apparel trade – especially his promises t...

BLOG

Likely shifts in the sourcing landscape in 2017

Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...

just-style homepage



Forgot your password?