The promotion is a tie-up with charity WarChild. Old pairs of any brand
of jeans brought to Levi's stockists will be donated to kids caught in
war zones. In return, donors will receive £10 off the purchase of
a new pair of Levi's 501s or Levi's 525 girls' bootcut jeans.
Dubbed 'Get it off to get it on', the promotion kicks off on May 15 backed by a radio campaign through Bartle Bogle Hegarty and in-store support.
It comes as Levi's is changing its pricing strategy for its Red Tab originals brands. From July 1, it is cutting £10 off the price of any jeans in the range, which incorporates labels such as 501s, but excludes Levi's newer products such as Engineered Jeans.
"This is a fundamental shift in strategy. We want to ensure we are continuing to appeal to a wide range of consumers,
said Rachel Johnson, field marketing director, Levi-Strauss Northern Europe.
The changes come as Levi's fights to turn around the brand, which has been dogged by falling sales.
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