Levi-Strauss has created a new post of retail marketing manager to manage all visual marketing in Levi’s stores as well as in authorised dealers.
Henry Barnes has been appointed to the position, after two years as Original Levi’s Stores brand manager. Rival jeans maker Wrangler created a similar role earlier this year.
A Levi’s spokeswoman says the move is part of the company’s increasing commitment to visual impact and communication to its customers.
The role has previously been carried out by the Levi’s marketing department as a whole.
Barnes set up the pan-European visual merchandising initiative which has already been installed in most of the 32 UK Levi’s stores and will roll out through Europe this month.
His appointment coincides with the launch of a new poster campaign by advertising agency Bartle Bogle Hegarty to support the company’s flagship brand, Levi’s 501 Shrink to Fit jeans.
The push is being backed by banner ads running on the Internet.
The latest Levi’s commercial, Mermaids, broke last month on national television and in cinemas.