LONDON (Brand Republic) – In its battle with supermarket Tesco, Levi Strauss will today tell the European Court of Justice its jeans should not be sold in supermarkets because staff need special training to sell them.
The company bought the case against Tesco after it imported Levi jeans from outside the EU to sell at cut-down prices.
A Tesco spokesman hit back at Levi’s, saying selling jeans is not rocket science and five minutes’ extra training does not justify a £20 increase on the price.
A judgement is not expected until at least next year.