Levi's Versus Lee

2534 Words May 16th, 2006 11 Pages
INTRODUCTION:

Both the Levi and Lee brands are pioneers when it comes to denim. Both brands began in the 17th century, Levi's beginning in 1853 and Lee beginning in 1889. (www.leejeans.com, 14/9/05) (www.levistrauss.com, 14/9/05)

Levi Strauss and Company is one of the largest brand name manufacturers in the world. The company itself was founded by Levi Strauss, a Bavarian immigrant to the United States. During the gold rush era, Strauss began to produce trousers sewn from tent canvas to meet the needs of his minor and labourer customers who were looking for clothing that could withstand the strain of the work that they undertook. By the 1870's, the pants were being produced out of denim, after finding it to be a very durable
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The Levi's site itself is very interactive and in many instances engages the user; by prompting them to click certain spot if the would like to see the latest fashions. The site is very easy to navigate with clear labels for the links. The website is also very interesting and is the type that a user would want to explore.

PUBLIC RELATIONS:

The pictures above show what Levi's are doing in the way of charity work. The Levi Strauss Foundation, Tides Foundation and the National AIDS Fund are launching a new, multi-year grant making association called the "Syringe Access Fund." This fund supports the prevention of HIV/AIDS, hepatitis C and other blood-borne diseases through increased access to sterile syringes
Recognizing the urgent need for supporting this under-funded issue, and continuing their long-standing support for effective HIV prevention efforts, the Levi Strauss Foundation, Tides Foundation and the National AIDS Fund will award multi-year grants totalling $1 million in 2004 to support syringe exchange programs and state-level public education projects focusing on policies to expand access to sterile syringes through the Syringe Access Fund.
By participating in fund raising events, the public have more respect and appreciation for the brand. This really has the ability to boost a brand, as people are able to relate to the brand as they see a human aspect

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