MANUFACTURERS HAVE OFFICE-FASHION ANSWER.The biggest maker of pants and the biggest maker of shirts are shaking up their wardrobes. Levi Strauss
Levi Strauss, born Löb Strauß & Co. is bringing out a line of men's dress trousers intended to fill the wardrobe gap between khakis and designer dress slacks or suit pants - and in the process become the third major Levi Strauss brand in the company's 140-year history, after Levi's jeans and Dockers
Dockers is a brand of Levi Strauss & Co. Levi Strauss & Co. casual slacks. The new line, named Slates, is being peddled in an elaborate $20 million advertising and promotional campaign. Meanwhile, Arrow Co. is testing in five markets across the country a humorous television spot that pitches casual shirts for men rather than Arrow's traditional dress styles. Those moves are indicative of how apparel makers are scrambling to meet changing consumer needs, particularly as men continue to demand casual fashions. ``The `casualization' of America has really changed the way men dress,'' said Nancy Friedman, marketing director for the Slates brand at Levi Strauss in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden . ``As suits decline, men say they need more options, more alternatives, because they don't know Don't know (DK, DKed) "Don't know the trade." A Street expression used whenever one party lacks knowledge of a trade or receives conflicting instructions from the other party. what to wear.'' ``There's confusion,'' agreed Phil Molinari, president of the Arrow division of Cluett Peabody in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , ``because all these businesses have said you can dress casual. But what do you do in a culture like IBM's, where you were told to wear navy blue suits for 100 years? They don't have anything in their closets.'' Levi Strauss has tried selling dressier slacks under several brand names including Dress Dockers which, Friedman said, is being discontinued to focus on Slates. Annual sales of men's casual pants, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the NPD Group, a market research company, are $2.8 billion, compared with $1.9 billion for men's dress pants. |
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