Levi's European Woes
Levi Strauss & Co. officials said they planned to stop selling Levi’s discount Signature clothing brand in Europe next year. Signature will continue to be sold in Asia and North America, where it was introduced in 2003 to appeal to cost-conscious consumers. Levi started selling Signature in Europe in 2004 but found demand to be below expectations. Levi officials said the company did better selling its original Levi’s and Dockers products in Europe. The company’s European sales fell 18 percent during the first half of this year, to $433 million. At the same time, Levi’s North American sales improved slightly, while Asian sales climbed 6 percent.