I write with reference to your Leader (MW December 17 1998).
Your reference to “unacceptable resale price maintenance” in relation to our current litigation against Tesco is factually incorrect.
Our current action has nothing whatsoever to do with resale price maintenance. The court action is based on the infringement of our trademark rights. Tesco has imported goods from outside the European Economic Area without our consent – a practice found to be unlawful by the European Court of Justice in July 1998.
We do not set or recommend retail prices for our products. In fact, Levi’s products are stocked by more than 2,000 authorised dealers across the country, at a wide range of prices. Our policy is simply to offer the best possible service and a guarantee of authenticity.
Whether Levi’s will be able to sustain its premium price point will be determined by the court’s verdict – Editor