s soon began boosting the production to satisfy growing demand in the States.
The decision to establish a manufacturing presence in Asia was heralded by the formation in 1987 of the Asia-Pacific region of the LS & CO empire (About us, 1998, online). During the early 1990s, the marketing approach was to sell the "American-ness" of the product, and American models wearing Levis were seen in a wide variety of social situations. With the coming of the Internet in the late 1990s, LS & CO rapidly adopted this new medium with a decidedly unusual marketing approach. The corporate presence is visible on the World Wide Web in two major sites levi.com and
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