SUMMARY

Summarise Levi’s achievements after its dramatic turnaround in 1985.

      In 1985, Levi’s, a leader of Levi Strauss & Co, jeans industry had planned a new management. It rejuvenated ‘501 blues’ advertising campaign. As a result, it increased demand. Besides, Levi’s launched a new product, Dockers. It became a 1 billion-dollar-a-year success. Other than that, he developed new market. He introduced an innovative three-year campaign, ‘Jeans for Woman’. Consequently, the request of jeans increased. Effects from those plans, the Levi’s company, tripled its revenues and increased the total market value.