JOURNAL ARTICLE

Levi's CFO on the Western fashion trend and the brand's 'denim lifestyle' strategy.

  • Published In: Fortune.com, 2024. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Estrada, Sheryl 3 of 3

Abstract

The article focuses on Levi Strauss & Co.'s commitment to its denim strategy and the role of Harmit Singh, the company's Chief Financial and Growth Officer, in driving this initiative. Singh emphasizes the importance of the Western lifestyle in the brand's identity and highlights significant growth in Levi's direct-to-consumer (DTC) business, particularly in women's apparel. The company reported an 8% increase in revenue for the second quarter, with notable sales in its iconic 501 jeans and Western shirts. Additionally, Levi's is actively engaging with cultural trends and collaborations, including a recent endorsement from Beyoncé and participation in events like the Cowboy Christmas trade show. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2024/07, pN.PAG
  • Document Type:Article
  • Subject Area:History
  • Publication Date:2024
  • Accession Number:178482773
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