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Dockers Marketing Strategy in New York City
| Title | Dockers Marketing Strategy in New York City |
| Publication Type | Case Study |
| Year of Publication | 1996 |
| Authors | Ladenson, Robert |
| Corporate Authors | of Center for the Study of Ethics in the Professions, Illinois Institute Technology |
| Date Published | 02/1996 |
| Publisher | Center for the Study of Ethics in the Professions, Illinois Institute of Technology |
| Publication Language | eng |
| Keywords | business , marketing , Marketing Ethics |
| Abstract | During 1995, the Levi Strauss Company decided on a new advertising campaign for their brand Dockers. They hung a pair of pants costing $55 under a plastic shield in forty Manhattan bus shelters. If the pants were stolen, an outline of them would remain, along with a message saying, "Apparently they were very nice pants." New York City Mayor Rudolph Guilianai was not amused by the advertisements, arguing that they were a terrible mistake. The Levi Strauss Company did remove the sample trousers in the advertisements, but bristled at the suggestion they had done anything wrong. |
| Notes | Case from the February 24, 1996 Intercollegiate Ethics Bowl. Copyright Robert Ladenson, Center for the |
| URL | Click here for the document |
