At Levi's, jeans stores just for her International Herald Tribune | October 1, 2003| | . Provided by ProQuest LLC. (Hide copyright information) Copyright

John Tagliabue
International Herald Tribune
10-01-2003
Out with unisex, in with jeans for women only. That is part of the new strategy at Levi's. Hoping to lift sales in its vital European market, Levi Strauss last week opened its first jeans boutique for young women. The company plans to divide the sexes gradually in other stores, with many just for women, many for men. The new store here, called Levi's for Girls, is aimed at women ages 19 to 25, though the company acknowledges that the average customer may be more like 15 to 22. Levi Strauss also said it would transform its Paris flagship ...

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