In 1992, Levi’s sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for “business casual” dressing with Levi’s products. The campaign aimed to answer the question “What is business casual dress?” and used an educational approach to promote the brand as a solution. As a result, in three years, companies increased their dress codes from 66% to 90% and Levi’s achieved a 10% increase.
