Prime Highlights :
- Levi’s is expanding its women’s clothing business to increase growth and attract more female customers.
- The company is strengthening direct sales through its own stores, website, and AI-powered shopping tools.
Key Facts :
- Levi Strauss generated record annual net sales of $6.4 billion last year, its highest since 1997.
- Around 60% of Levi’s total sales now come from international markets.
Background :
Levi Strauss is increasing its focus on women’s clothing as it looks to grow its business beyond denim wear. The company believes women remain an underserved customer group, even though they account for less than 40% of its total sales.
Chief Executive Officer Michelle Gass, the first woman to lead the company, said Levi’s aims to strengthen its position in women’s fashion by offering more products such as denim skirts, blouses, and other apparel. She said the company wants to grow beyond jeans while staying rooted in its denim heritage.
The strategy comes as Levi’s benefits from a renewed interest in denim, especially among Gen Z consumers. It continues to grow globally since about 60% of its sales take place outside the United States. It has partnered with female celebrities and influencers, including Beyoncé and a Bollywood actress, to attract more women shoppers.
Last year, Levi’s recorded its highest yearly net revenues since 1997 at $6.4 billion. The company also posted second-quarter revenue of $1.56 billion, beating market expectations and keeping it on track for another strong year.
Alongside expanding its product range, Levi’s is investing more in direct-to-consumer sales through its own stores and website. The company has also introduced an AI shopping assistant to improve the customer experience online.
Gass said Levi’s continues to evolve while protecting the values and identity that have made the brand successful for nearly two centuries.
