Product details

Levi Strauss & Co (Levi Strauss) was one of the world's largest apparel companies and a globally leading jeans manufacturer. In 1873, Levi Strauss made the first blue jeans under the brand name Levi's. The brand became very popular and was sold in more than 100 countries. Over the years, the company began facing financial difficulties and identity crisis. Besides, the young shoppers demanded more varieties in jeans in keeping with the changing trend towards 'athleisure' as witnessed by the apparel industry. Moreover, the consumers preferred newer upmarket labels which included Gap, 7 for All Mankind etc. In order to turnaround the situation, the company made several efforts. In 2015, Levi's re-launched its women's wear by including more stretch options to compete with the rise of athleisure. The company also emphasised on achieving 'operational excellence' and increasing direct-to-consumer sales and tried to redefine itself as a true lifestyle brand instead of just a jeans maker. As part of its turnaround strategy, Levi Strauss was working on a laser-powered process called FLX (Future-Led Execution) technology for digitising the denim finish. This would help the brand to create a more sustainable supply chain by reducing both inventory and waste. However, the biggest challenge for the company was to ensure the launch of right products at right time, reduce environmental footprints and offer sustainable fashion. Would Levi's turnaround strategies prove successful for the company in the long run?