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Levi Strauss Signature™ Brand Offers Quality Clothing for the Value Channel in UK, France and Germany

Levi Strauss Europe Middle East and Africa (EMEA) today announced its decision to bring a new jeanswear brand for the value channel, Levi Strauss Signature™, to the region. The decision follows months of research that confirms Levi Strauss Signature™ is a viable business opportunity for Levi Strauss & Co. in Europe - one that will be welcomed by the cost-conscious consumer. Today’s decision follows the company’s October 2002 announcement to launch Levi Strauss Signature™ in the American market.

Levi Strauss Signature™ will be the third brand offered by Levi Strauss & Co. and will be distinct from the Levi's® brand both in product design and retail availability. With the addition of Levi Strauss Signature™, the company will now have a portfolio of brands to offer consumers in the UK, France and Germany that includes Levi's®, Dockers® and Levi Strauss Signature™.

Levi Strauss & Co. in EMEA is entering talks with value channel retailers in the UK, France and Germany about offering the Levi Strauss Signature TM brand of clothing for men and women in their stores. It is expected that Levi Strauss SignatureTM will be available to consumers in value channel outlets in the three countries from early 2004. The company will gradually roll out the new brand in other countries over the next few years.

The company’s decision to bring Levi Strauss Signature TM to the UK, France and Germany, providing a quality product to consumers in the value channel, is an integral part of its long-term business strategy.
"Our objective is to offer quality products to a broad range of consumers at all price points – and that means selling where consumers shop,” said Joe Middleton, President Levi Strauss Europe, Middle East and Africa.

“The results of our ongoing research have shown that there is a strong business case for bringing Levi Strauss SignatureTM to this region. It will allow us to offer a portfolio of brands and clearly differentiate the way we distribute each brand. We will work with retail customers to grow the value channel, while continuing to focus on building the Levi's® and Dockers® brands with our current retail partners”, Middleton concluded.

The research conducted by Levi Strauss EMEA has confirmed that there is a gap in the market for a fashionable, high quality jeanswear product for the value-conscious consumer in the UK, France and Germany. Consumers will easily see the differences between the Levi Strauss Signature™ and Levi's® brands, as the two brands will be offered through completely different retail stores and Levi Strauss Signature™ will have its own identity. The new brand will not have the Red Tab, Two Horse patch or Arcuate stitching trademarks of the Levi's® brand, but will have its own design, construction and styling which are relevant to value channel consumers.

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Note to Editors:

Levi Strauss & Co. is one of the world’s leading branded apparel companies, marketing its products in more than 100 countries worldwide. The company designs and markets jeans, casual wear and related accessories for men and women under the Levi’s®, Dockers® and Levi Strauss Signature™ brands.