Levi's financial position in this downturn

LS&Co. has not been immune to the world economy woes. In the second quarter of 2009, it reported a loss of $4.1 million compared with earnings of $701,000 for that same quarter the previous year. There was weakness in the mature LS&Co. markets and even in Japan consumers opted for cheaper apparel and chain store retailers. Even with these problems Anderson’s intention is to prepare LS&Co. for growth as the economy improves.


The Asia-Pacific web portal has just undergone a complete revamp in support of the goal of growth. They hired OgilvyOne in Singapore to create the site with a younger, more contemporary face. It incorporates a heritage message in a very Asian settling which celebrates Asian street style. Levi’s ads for brands are on the side of recognizable Asia buildings within the site and rooms within the building tell the heritage story. The launch of the revamped website preceded the launch of a new viral campaign for Levi’s Hong Kong’s Type 1 Jeans which was aimed at the 14-24 demographic. This campaign was designed by Tequila/Hong Kong and is called the ‘How bold are you’ campaign. There is a ‘Bold’ video competition with prizes for video clips uploaded to Youtube.