Levi Strauss has a history supporting gay rights and the current merchandising in company-owned stores visually demonstrates that fact.
Mannequins
in stores in Chicago, Los Angeles, New York and San Francisco are wearing
white in recognition that Memorial Day has passed. They are also sporting
White Knots, a white ribbon tied in a knot that serves as a symbol
demonstrating support for same-sex marriage.
Celebrities such as Ann Hathaway and New York Mayor Michael Bloomberg have been seen wearing White Knots at public events.
Rene Holguin, senior vice president for global creative services for Levi's, told The New York Times, "Our design team was seeking something that would resonate beyond just fashion but also fit with our white product theme."
Erica Archambault, Levi's director of brand marketing and public relations, added, "We always try to connect to the energy and events of our time... A lot of people are rallying around marriage equality and fighting for that and so many individuals within our company feel so strongly about it."
The company has communicated with store managers and associates to educate them on Levi's position and the White Knot organization so they can discuss it intelligently with shoppers who may have questions.
Discussion Question: Do you see Levi's White Knot merchandising program as a positive or negative for the company's image and sales? What are your thoughts on other retailers taking sides on controversial issues?