Levi Strauss & Co has decided to turn their brand jean(s) into something other than the middle-tier of mass merchandise retailers. They have already begun to shun the middle retailers and have announced to turn around the industry by designing, producing and marketing a large and growing number of different styles, various prices to be sold by a wide range of retailers.
Levi will launch a brand to Wal-Mart Stores call "Levi Strauss Signature" that will sell below $30 beginning next July. Levi would like to also sell to the high-end stores like Neiman Marcus and Barneys New York with Levi styles priced from $85 to $220 called "Levi Strauss Vintage".
So how does a $30 pair differ from a pair selling at $200. Levi says fit, fabric and branding.
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