JOURNAL ARTICLE

Beyoncé, baggy jeans, and denim dresses: Levi Strauss's CEO is making a big bet on women's fashion to grow the $6.4 billion brand.

  • Published In: Fortune.com, 2025. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Wahba, Phil 3 of 3

Abstract

The article focuses on Levi Strauss & Co.'s strategic shift under CEO Michelle Gass, who aims to enhance the brand's growth in a competitive denim market. Gass is steering the company towards a direct-to-consumer (DTC) model, reducing reliance on wholesale partners, and expanding its product range to attract a broader audience, particularly women. Despite a modest revenue increase of 3% in fiscal 2024, Gass is optimistic about modernizing the brand and improving its market position, emphasizing the importance of adapting to fashion trends and consumer preferences. The article also highlights Levi's commitment to social issues and diversity within its leadership. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2025/02, pN.PAG
  • Document Type:Article
  • Subject Area:History
  • Publication Date:2025
  • Accession Number:183293073
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