Flat Eric quits the Web as Levi's finds ecommerce doesn't fit

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The attempt of Levi's, one of the world's most recognisable and well-financed brands, to develop a Web retail presence ended in failure last month. So what is the key that unlocks the secret of a successful ecommerce strategy? John Oates tries to solve the e-retail puzzle

By John Oates

Wednesday 24 November 1999

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