Levi Strauss CEO pushes women's fashion and direct sales to spark growth
Levi Strauss & Co. chief Michelle Gass is betting on expanded women’s apparel and a stronger direct-to-consumer presence to lift the brand’s growth.
At Levi Strauss & Co., CEO Michelle Gass is using the brand’s Times Square flagship to showcase a broader range of women’s denim and tops, aiming to boost the share of sales generated by female customers. The firm is reducing reliance on wholesale channels, including Walmart and Target, and expanding its own store footprint and online sales to control the customer experience. While fiscal 2024 revenue grew 3% to $6.4 billion, the company remains below the $9-10 billion revenue goal set for the near term.
Gass is also shortening design-to-store lead times and launching premium lines such as the Japan-born Blue Tab collection. Partnerships with cultural icons like Beyoncé and a Bob Dylan-themed capsule are intended to generate buzz. Though share gains have been modest, Gass believes the combined focus on women’s fashion, faster trends response, and direct sales will position Levi’s for stronger future growth.
