Not only is Levi’s retooling its signature button-fly 501 into the same fit for all consumers worldwide, but also will the jeans company launch a global marketing campaign, with one global slogan: “Live Unbuttoned”. It is the first integrated global campaign and the biggest marketing program the brand has ever undertaken. Levi Strauss CEO John Anderson told the Wall Street Journal that the company is going with both a global fit and global campaign because it believes straight-leg jeans are a global fashion trend, and now is the time to establish the 501 as the obvious option for shoppers around the world. Nevertheless, the financial aspects are relevant: it is simply cheaper to produce, sell and market one kind of jeans than dozens of varieties. (more…)