Levi's appoints Timberland boss to retail position

Levi-Strauss has poached Timberland's European marketing director Sue Chidler for the new position of retail marketing director for Europe.

The world's biggest jeans company has created the role to ensure consumers' experience of the brand in the retail environment lives up to its reputation and iconic advertising.

Levi's famously won its High Court battle last summer to prohibit Tesco selling its jeans on the grounds that offering its products in supermarket aisles damaged its brand.

Chidler leaves Timberland on February 28 and will take up the Levi's role in early March, based at its European headquarters in Brussels. She will report to brand president for Europe Kenny Wilson.

Before joining Timberland, Chidler was marketing manager at Gossard and UK marketing controller at Wrangler. Timberland has started the hunt for her replacement.

The Levi's brand celebrates its 150th anniversary this year and is launching a major sub-brand, Type 1 Jeans.

The launch will be backed by television, cinema and outdoor advertising by Bartle Bogle Hegarty, which created last year's 'Odyssey' television ad. Retail plans for this year include the launch of its first women's wear store in Paris.

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