Levi fades to white label

Levi Strauss has seen a plunge in sales in Europe and says that major retailers were devoting greater shelf space to their cheaper own-brand labels, the Telegraph reports.

The company, best known for its trademark 501 jeans, said Wal-Mart had curtailed its orders of Levi’s Signature women’s clothing so that its stores could highlight its own private-label brands.

Chief executive Phil Marineau said. “Wal-Mart is such a huge retailer that, when it changes its strategy, it’s going to affect your business.”

Telegraph