JOURNAL ARTICLE

LEVI STRAUSS CEO MICHELLE GASS IS COUNTING ON WOMEN TO BOOST THE DENIM BRAND—WITH HELP FROM THE BAGGY JEANS BOOM AND BEYONCÉ.

  • Published In: Fortune International (Asia), 2025, v. 191, n. 2. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Wahba, Phil 3 of 3

Abstract

Levi Strauss CEO Michelle Gass is focusing on expanding the denim brand's appeal to women by introducing a wider range of merchandise, including denim dresses and Western-themed tops. Gass aims to increase sales through Levi's own stores and website, moving away from reliance on wholesale partners. The company is also exploring collaborations with celebrities like Beyoncé and emphasizing social issues like diversity and inclusion. Gass's strategic vision includes diversifying product offerings, improving manufacturing processes, and maintaining the brand's historical significance in the competitive apparel market. [Extracted from the article]

Additional Information

  • Source:Fortune International (Asia). 2025/04, Vol. 191, Issue 2, pN.PAG
  • Document Type:Article
  • Subject Area:History
  • Publication Date:2025
  • ISSN:0738-5587
  • Accession Number:184006707
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