Levis Tries To Get On The Ethical Bandwagon

Levis Tries To Get On The Ethical Bandwagon
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Levis' new messaging seems more marketing campaign than social concern. The photo shows the mannequins in the NYC Broadway window tell us all to volunteer our time for social good - but why? This all might sound quite worthy but it comes across as patronizing and cheap. Enough said. Too little, too late.

Piers Fawkes, PSFK
  • 24 april 2007

We’ve been pretty disappointed with the in-store social and eco messaging going on at Levis. The fashion company seems to very much jumping on the ethical band wagon. The last effort we saw in their store on Broadway was some small map with string on it. The display was so appalling in the way it paid lip service that we even decided it was not worth publishing a rant about. Now, Levis has followed up with new messaging that seems more marketing campaign than social concern. The photo shows the mannequins in the NYC Broadway window telling us all to volunteer our time for social good – but why? This all might sound quite worthy but it comes across as patronizing and cheap. Enough said. Too little, too late.

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