Levi Strauss & Co. has been making jeans since 1873. Today there are subcategories within the brand, as well as different styles, sizes and prices. In recent years, the company found it necessary to stay in line with the current market and value-conscious shoppers looking for fashion and comfort at an affordable price. Levi Strauss Signature came out of this need, although many still find it confusing regarding the difference between the original brand and this new line.
While the Levi’s brand has been in existence since 1873, the Levi Strauss Signature line is a newer creation. Signature was first introduced in 2003 and has experienced tremendous growth since the initial product launch.
Where to Buy Them
The Signature line is only available at certain stores, generally discount retailers. As of 2011, Walmart, Kmart, Target, Meijer, Shopko and Pamida all carry Signature in their stores. Consumers can also find them online at Walmart.com, Kmart.com and Target.com. The stores that carry the Signature line differ from the stores that carry the regular Levi’s brands, which are normally higher-end department stores and stand-alone Levi’s stores.
One of the main differences between Levi’s and Levi Strauss Signature is the price. The Signature line was created to meet the needs of a more value-conscious consumer. It is considered a budget line available at a lower cost. Typically, the cost difference between the two lines is about $30 to $50.
One area of similarity between the two lines is the inclusion of casual wear in addition to jeans. The traditional Levi’s brand has included tops, skirts, dresses, shorts and accessories for many years. With the success of the Signature line, it has now been expanded to also include non-denim clothing items.
References and ResourcesLevi Strauss & Co.: Levi's Brands
Levi Strauss & Co.: Signature
"Business Week"; Making Strides at Levi's; July 2005