Blog: Leonie BarriePremium jeans to drive Levi’s sales?

Leonie Barrie | 9 April 2008

US jeans maker Levi Strauss has pinned its growth over the past 10 quarters on a massive reorganisation that focused on the introduction of new products and expanding its retail network – and sees no reason why this strategy should change. However, the San Francisco-based company is now counting on growth in international markets such as China, India and Russia to offset a slowdown in the US economy.

First quarter profit rose 12% on a 4% increase in sales the company said yesterday, although most of the earnings increase was due to lower tax and debt payments. John Anderson, Levi's chief executive cautioned: “Looking ahead, we expect the operating environment to be tough.”

The company also confirmed to just-style today it is launching an updated line of its classic 501 jeans as part of a strategy to drive sales by focusing on more premium products. The line will feature better fabric and finishes - with higher prices to match. Anderson believes “that when times get tough [people] go to the brands they know and trust.” He also says: “As long as you bring innovation to the marketplace, I think the consumer will purchase.”

Levi Strauss Q1 profit up 12% despite lower Americas sales


BLOG

Why digital supply chains are top of mind

Confirmation that digital supply chains are top of mind for apparel industry executives came last week with the latest plans from global sourcing specialist Li & Fung....

BLOG

Navigating global political frictions and economic uncertainty

As a barometer of the issues top of mind for apparel sourcing executives, it is hard to beat the annual Prime Source Forum in Hong Kong. ...

BLOG

Trump and Brexit generate more confusion

Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...

BLOG

Bangladesh works to resolve labour activist issues

The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...

just-style homepage



Forgot your password?