Levi's at Wal-Mart?

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


In early 2002, Levi Strauss was considering rekindling its Wal-Mart relationship with a new value brand. How should the brand be developed to preserve sales with existing customers in other channels? Was it possible to leverage the iconic Levi's name while remaining competitive and not affecting consumers' propensity to purchase other Levi's product lines at higher price points?



Farris, P., Shames, E. and Mitchell, J. (2017), "Levi's at Wal-Mart?", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000179

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