Levi's En Masse

San Franciscobased denim giant Levi Strauss & Co. has launched a line for the mass market retail channel. The new line, called Signature, will be sold at Bentonville, Ark.-based retail giant Wal-Mart starting July 2003. The company is talking with other mass market retailers about carrying the moderately priced line. With the addition of Levi Strauss Signature, the company will have three lines targeting three distribution channels: Signature (retail prices below $30), Levi’s Red Tab (sold in department and chain stores for between $30 and $65) and Levi’s RED, Levi’s Vintage Clothing and Levi’s Premium Red Tab (sold at specialty retailers for $95–$220).