SUNDAY REVELATIONS: As Hannukah Approaches, Building the לוי brand

In Jewish tradition, a Levite (Hebrew: {לֵוִי}, Modern Levi Tiberian Lēwî ; “Attached”) is a member of the Hebrew tribe of Levi. When Joshua led the Israelites into the land of Canaan, the Levites were the only Israelite tribe that received cities but were not allowed to be landowners “because the Lord the God of Israel himself is their inheritance” (Deuteronomy 18:2). Read more at Wkipedia

I wince this time of year because of the effort the politically correct community makes to fuse Christmas .. a holiday of peace and of the triumph, of the Christian religion, with Hannukah, a holiday of Jewish resistance to foreign dominance.  So, it is good this year to read how one Jewish legacy, the Levites, are staking our claim to world cultural dominance.

from Egypt.Com  Levi Strauss will attempt to tap into the revolutionary spirit of the “Arab Spring” with a “Go Forth” global marketing campaign aimed at attracting youthful customers back to a jeans brand that was once one of the most coveted in the world.

“We’ve always been about embodying the energy and events of our times and this campaign is about returning to the pioneering spirit of the brand,” Robert Hanson, Global President of the Levi’s brand told Reuters in an interview late on Wednesday.

He said change in the Middle East has been enabled by borderless communication and the kind of young people that the Levi’s brand would like to be embraced by.

“You’ve got young people showing up saying let’s galvanise the power of our collective force, work hard to make the world a better place,” Hanson said. “And what better brand than Levi’s? We’re doing a lot of innovative things in our products and stores to have them choose Levi’s as the uniform of progress.”

“We’re obviously interested in those in their late teens and twenties,” Hanson said. “They buy a lot more jeans, are more into fashion and spend a lot more.”

Privately held Levi Strauss & Co, which also owns the Dockers brand, has turnover of $4.4 billion and its clothing is sold in more than 110 countries.

Once able to propel unknown artists to the top of the charts by using their songs in its adverts, the Levi’s brand now battles for market share with Wrangler and Lee, owned by VF Corp , and Guess along with a new wave of brands such as J Brand, Seven for all Mankind and Superfine.

“We’ve been working on transforming the brand over the last couple of years,” Hanson said, saying the aim was to firmly position Levi’s as an American classic brand. read full text at

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