Levi Strauss & Co, the company which invented the concept of blue jeans, is still weathering the chill wind of changing fashion. During the 1980s and 1990s, Levi's turned streetwear into a fashion statement. By the mid-90s, the company was chalking up sales of over $7bn. But when change came, it came fast. Within two years, market share had halved, and since then profits have plunged from over $1bn in 1997 to net losses in 2003. Performance has improved since then, but Levi Strauss is still under considerable pressure. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.