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Levi's New Marketing Executive Takes The Helm

San Francisco Gate, Tuesday, August 9, 2011 10 AM

Rebecca Van Dyck led Nike Inc.'s "Just Do It" campaign and helped Apple market iPhone. Now she is will try to revive Levi Strauss & Co.'s namesake brand. Van Dyck, who joined Apple in 2007 on the day the iPhone was introduced, was tapped in March to help lead Levi's first global marketing push. The larger goal is bringing Levi's back to the front of a crowded pack.

"I had always worn Levi's, but they sort of drifted away in my mind," said Van Dyck. "I want us to be present and show up and be confident, and that's going to be appealing to young people as well as old people who grew up with Levi's."

Van Dyck's hiring is part of an overhaul that includes new leadership, a shift in management structure to eliminate regional control over design and a reduction in the number of products released each year.

Read the whole story at San Francisco Gate »

apparel, cmo, retail

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