What consumers are saying about Levi's spychipping:
want you to know that I will no longer be buying any Levi products until
you state publicly, that you will desist from implanting RFIDs in any
of the apparel you produce. Neither will my family members. The danger
of using RFIDs for tracking and violating privacy is apparent. Maybe
you could produce some RFID "neckties" for tracking cows or
other animals?" --George,
I have been a very loyal customer of Levi
jeans for my entire adult life. Alltogether I have probably spent about
$1,000 on your blue jeans (and other products like t-shirts, socks,
etc). I've used other brands but I keep coming back to Levi. They're
extremely comfortable and they fit perfectly (and I have a very unusual
size for my age, 30x30).
But I will not buy your products any more.
Never. I'm going to start buying Wrangler or Lee. They're almost as
good and they're a lot cheaper too. But most of all, they do not contain
A recent trade magazine article stated
that you are looking for "additional RFID test partners".
Upon further investigation I learned
that your company plans on placing these chips on all of your jeans
I am a marketing research professional
and I certainly do understand your need to gain insight into consumer
behaviour. But what do you hope to learn by putting a dust-sized microchip
on my ass, following me around and transmitting my whereabouts to god-knows-who?
No wonder you are keeping this a secret from the American public.
You probably have a policy of responding
to emails with some kind of canned "thank you for your comments"
deal. Please don't bother. If you send me any emails I will delete them
immediately. your company makes me sick to my stomach. -- Anonymous
"It has come to my attention of the
usage of RFID's in your products. I have been using your products (jeans
and Dockers) for about 50 years. I find this invasion into my private
life to be especially egregious behavior on your part. I have just tossed
the ten pairs of Jeans and three pairs of Dockers into the trash. You
have lost my confidence as a consumer. Now I will go replace my jeans
with Wranglers and my Dockers with Lands End. Congratulations on betraying
a customer's loyalty. These actions will relayed to family members and
as many friends as will listen." -- Grant
I love Levis. I've worn them since a young
child, and wore a pair yesterday. So it is with great disappointment
that I am going to have to purchase your brand of pants no longer if
you use RFID chips in them.
How such and old American company can be
so irresponsible is beyond me, but there are plenty of other manufacturers
who would like my business. I hope that the "experiment" with
this technology is quickly terminated as I would hate to think I've
already purchased my last pair of Levis. Please review and correct this
poor choice and error in corporate judgement before you alienate a large
and growing portion of your customer base.
-- David, Albany, NY
"Dear Sir or Madam, I recently read that
Levi is going to "test" RFID chips embedded in the clothing.
I am outraged at this blatant invasion of my privacy, if true. I have
worn Levi's in one form or another all my life. I particularly like
the 501's, but I guarantee that I will not be buying even one more pair
until you tell me that you are not putting these chips into my pants.
What purpose will it serve to know where I am all the time? Why would
you do this? It defies comprehension, it truly does! I am going to blab
about this to all my friends, and I know a LOT of people. Since I drive
a truck, who knows how many people will hear me talking about being
tracked by Levi's and Docker's over the CB radio. I can assure you that
a lot of people who drive a truck and wear levis will be very upset
to hear about this. If you are doing this STOP NOW, I beg you. This
is a very nasty thing to do to innocent purchasers of your product!" -- Jackie
Question: Why should you listen to me?
Answer: I have only bought Levi's Jeans
and no other brand since I was a kid (expect for a few pairs of Guess
in the 80's when they were hot). I (and others like me collectively
have been your profits for many, many years)
My Comments on RFID:
If RFID is to be used for inventory control
and managment - great! More power to you! Put one in a crate after you
have counted the product that will signal how many is in each box. Or
some other solution that will not force people to take home an unwanted
guest (The RFID chip) whether it is still transmitting or not (but especially
if it is).
But I don't want my pants tracked (or any
other product for that matter). It's too weird. And it is only going
to get more invasive. I hope companies like you will listen to your
I am boycotting your jeans (and I need
several pairs right now) until you discontinue your current RFID test
and announce plans to do it in a way that will strictly limit it to
your own inventory information, etc.
I will also be telling everyone I know
about what you are doing (and already have told some people) and asking
them to boycott your product as well.
Tracking people's usage of the products
through electronic means (even if you insist it is innocuous) is an
invasion of privacy, and you have to admit (if only to yourselves, and
not to your boss, board of directors, etc.) that it is eerily Orwellian
by it's very nature.
I implore you to rethink your RFID test
until such time as you can find a way to use the technology wherein
people will not have to take the chip home with them (perhaps they can
see it being removed from the item, just as is now done w/ theft control
tags). I don't even want the device if companies claim it will burn
out within a month or whatever. It's too strange and if we the consumers
who buy your product allow this to happen, it will only get more invasive.
Please restrategize this - I want to buy
your product again. -- Jeff
I understand the drive to minimize profit
loss however the process of using or entertaining the use of RFID to
accomplish this goal blurs the ethical lines. With the potential threat
to privacy being one of the biggest concerns to consumers including
myself I refuse to support a company with the fear that by supporting
them they can turn around and violate my personal right to privacy.
Until I learn that Levi Strauss has decided to take the high road regarding
RFID and related technology I will opt to spend my money supporting
companies that do so.
Trust you rise above this... --anonymous
I am totally disgusted with your decision
to RFID your line of clothing. Its your bottom line that your are choosing
to crash. I like Wranglers just as well or any other non RFID brand.
The more everyone is informed about this practice the less you will
sell, that should be obvious to you. Most people will not put up with
this mass taging of clothing. I know you are not the only company engaged
in this despicable tracking of people violating their civil rights.
As these companies come to light, I will not support them with my dollars.