Printer Friendly
The Free Library
14,680,378 articles and books
Member login
User name  
Password 
 
Join us Forgot password?

MANUFACTURERS HAVE OFFICE-FASHION ANSWER.


The biggest maker of pants and the biggest maker of shirts are shaking up their wardrobes.

Levi Strauss
This article is about the clothing manufacturer. For the anthropologist, see Claude Lévi-Strauss and for the company of the same name, see: Levi Strauss & Co..


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 also plural of docker.
For the Australian Football League team, see Fremantle Football Club.


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.
COPYRIGHT 1996 Daily News
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1996, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

 Reader Opinion

Title:

Comment:



 

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:L.A. LIFE
Publication:Daily News (Los Angeles, CA)
Geographic Code:1USA
Date:Sep 26, 1996
Words:284
Previous Article:IN THE '90S, CASUAL CLOTHING DOES DUTY AT WORK.(L.A. LIFE)
Next Article:FEELING SURREAL IN LA-LA LAND : MAGRITTE, MAN RAY EXHIBITS DETAIL THE EXPRESSION OF A MAJOR EUROPEAN ART MOVEMENT IN CALIFORNIA.(L.A. LIFE)
Topics:



Related Articles
Developers redesign Hawthorne apparel complex: Fashion City would be similar to Universal CityWalk. (Special Report: Quarterly Real Estate)
L.A. apparel firms prepare to sew up gains in '97. (Los Angeles, CA)(Economic Outlook 1997)(Industry Overview)
Guess defection unlikely to spark garment exodus. (Guess Inc.)
Apparel buyers coming to L.A. for fall fashion event. (Los Angeles, CA)
Worse for Wear.(local apparel manufacturing industry)(Industry Overview)
Apparel Firms Seek Showcase For L.A.'s Fashion Designers.(Los Angeles Fashion Week)(Brief Article)
Disruptions Putting Squeeze On Smaller Apparel Makers.(Terrorist attacks)(Brief Article)
Fashion Industry on Its Way to L.A. for Market Week.(Brief Article)
Impact of China on apparel world is debated.(Up Front)(garment industry)
Fashion industry kicks off inaugural L.A. awards show.(MARKETPLACE)

Terms of use | Copyright © 2009 Farlex, Inc. | Feedback | For webmasters | Submit articles