Blog: Signature write-off
Leonie Barrie | 19 September 2006
Fierce competition in the European ‘value’ market, where retailers have perfected the art of cheap private label or exclusive brand lines, has finally defeated Levi Strauss which is to pull its low cost Signature line from European supermarkets. Levi’s diminishing cachet in Europe led to a 17% drop in first half sales here to $196.5m from $237m the year before, so this latest decision is a heavy blow to the US jeans maker which is in the midst of a long struggle to turn round profits and revenues.
When the Signature line was launched in 2004, Levi Strauss had high hopes of building the value channel “as a destination of choice for European jeans wear consumers,” and even expanded the range to include underwear and socks. But while the value channel has definitely been on the ascendant – Key Note says two-thirds of adults now shop at grocery superstores for clothing and footwear – this growth has not been to Levi’s advantage. The GBP25 Signature brand jeans compete with Tesco’s GBP3 own label; and customers on the look-out for edgier fashions instead track down the George ‘Must Have’ range at Asda.
Some of just-style’s more eagle-eyed readers might have noticed a small change to the menu bar on the homepage: the addition of the word re:source. Yes it might be a small change – but it marks the co...
Over the past week just-style has continued to try to unravel the potential ramifications of Donald Trump’s election as the next president of the United States....
One event dominated the international airwaves last week, and on just-style too we took a closer look at the surprise election of Donald Trump as the 45th president of the United States....
As the Brexit roller-coaster continues to twist and turn, and the US presidential election campaign nears its unpredictable and possibly protectionist end, there's no doubt these events – and the perc...
- Why do modern robotics elude sportswear makers?
- Mexico makers bullish on Trump's proposed tariffs
- Traditional financing is a misfit for fast fashion
- How would end of NAFTA affect US apparel industry?
- Bagir CEO says suit-maker is back on track
- US Q3 in brief - G-III Apparel, Express
- Bagir exports first trousers for H&M from Ethiopia
- Fruit of the Loom CEO Medlin dies suddenly
- Throwaway fast fashion model needs re-think
- Crystal expands empowerment project to male staff
- Outdoor performance apparel 2016: A broader perspective
- Global market review of lingerie – forecasts to 2022
- Global apparel markets: product developments and innovations, October 2016
- Footwear Top 5 Emerging Markets Industry Guide_2016
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack