On September 22nd e-Types had the privilege to welcome 65 clients, designers, journalists, friends and professionals to a talk on rebranding Levi's.
From the mid-nineties to the turn of the new millennium Levi’s performed a turnaround of its brand in Europe reaching out to new target groups and making Levi’s jeans a new kind of fashion statement. Levi’s Engineered Jeans. Levi’s Vintage, Levi’s Red and Levi’s Type 1 Jeans were the anchor points of this strategy that has moved Levi’s to a new level and has set the agenda for the Levi’s brand globally.
Now, e-Types has the privilege to invite you to an exclusive talk by Fredrik Carling who was one of the key people in the turnaround.
Fredrik Carling will be touching upon the following questions in his talk that serves as the starting point questions and further discussion:
- What was the situation and needs of the Levi’s brand in the year 2000?
- What were the main ideas that laid the foundations for the brand turnaround?
- What was the role of Levi’s engineered jeans in the turnaround of Levi’s brand in Europe?
- How did the process from finished product to advertising campaigns to launch in 3200 shops in Europe take place?
In this context, Fredrik Carling will also touch upon how best to handle world class agencies (product design, advertising agencies and media agencies) in such a process.
Fredrik Carling has been faithful to the Levi's® brand for 13 years, starting his career with the brand/company 1990 in the Nordic organization. After various positions within Marketing and Product management, he moved to the Levi Strauss & Co. European HQ in Brussels in 1996.
Being appointed Global Brand Manager Levi's® RED in 1998 and later, in 1999, European Brand Manager for LEVI'S® ENGINEERED JEANS® and LEVI’S® TYPE 1™ JEANS Fredrik has been operating at the very core of the Levi's® brand turnaround in Europe.
After having been back in Norden for a year, Fredrik is currently holding the role of Levi Strauss & Co. Country Manager Norden in which he leads the commercial organization for both Levi's® and Dockers® across all Nordic countries.
From the mid-nineties to the turn of the new millennium Levi’s performed a turnaround of its brand in Europe reaching out to new target groups and making Levi’s jeans a new kind of fashion statement. Levi’s Engineered Jeans. Levi’s Vintage, Levi’s Red and Levi’s Type 1 Jeans were the anchor points of this strategy that has moved Levi’s to a new level and has set the agenda for the Levi’s brand globally.
Now, e-Types has the privilege to invite you to an exclusive talk by Fredrik Carling who was one of the key people in the turnaround.
Fredrik Carling will be touching upon the following questions in his talk that serves as the starting point questions and further discussion:
- What was the situation and needs of the Levi’s brand in the year 2000?
- What were the main ideas that laid the foundations for the brand turnaround?
- What was the role of Levi’s engineered jeans in the turnaround of Levi’s brand in Europe?
- How did the process from finished product to advertising campaigns to launch in 3200 shops in Europe take place?
In this context, Fredrik Carling will also touch upon how best to handle world class agencies (product design, advertising agencies and media agencies) in such a process.
Fredrik Carling has been faithful to the Levi's® brand for 13 years, starting his career with the brand/company 1990 in the Nordic organization. After various positions within Marketing and Product management, he moved to the Levi Strauss & Co. European HQ in Brussels in 1996.
Being appointed Global Brand Manager Levi's® RED in 1998 and later, in 1999, European Brand Manager for LEVI'S® ENGINEERED JEANS® and LEVI’S® TYPE 1™ JEANS Fredrik has been operating at the very core of the Levi's® brand turnaround in Europe.
After having been back in Norden for a year, Fredrik is currently holding the role of Levi Strauss & Co. Country Manager Norden in which he leads the commercial organization for both Levi's® and Dockers® across all Nordic countries.
