Why the 12-5-30 Incline Walking Method Is the Ultimate Fat-Burning Workout, According to Fitness Experts
The ultimate trick to banish mold from your bathroom grout in just 7 minutes—no vinegar or baking soda needed
Under the leadership of CEO Michelle Gass, the iconic brand Levi Strauss & Co. is partnering with Nike to revitalize its sales both online and in store, facing a significant business challenge.
On July 10th, the American jeans brand Levi Strauss & Co., founded in San Francisco in 1853, embarks on a new chapter in its storied history. The company has entered an unprecedented collaboration with the world’s leading sports equipment manufacturer, Nike. This partnership includes a reimagined version of the Air Max 95 sneaker in denim fabric, accompanied by a distressed jacket and an oversized baggy jean. Since January 2024, CEO Michelle Gass, who has led giants such as Starbucks and Kohl’s and brings over thirty-five years of retail experience, has been at the helm. Gass, who recently spoke with Challenges in Paris, is tasked with imprinting her mark to ensure the company stays competitive as the global commerce environment becomes increasingly precarious.
She is refocusing her strategy around the flagship Levi’s brand, a leader in denim. This involves divesting the chino pants specialist, Dockers, to Authentic Brands Group for 276 million euros, a deal set to be finalized at the end of July – “a good deal for a non-profitable brand,” according to an industry expert. Additionally, she is adopting a direct-to-consumer approach by expanding her e-commerce site and her own network of stores, with 100 openings planned for 2024. “This allows her to increase her margins while maximizing visibility with customers,” notes Charlotte Puisais, a consultant at Pixis Conseil.
Asian Dependency
The CEO does not hide her ambition. She aims for Levi Strauss & Co. to “surpass the $10 billion mark” in sales, although no specific timeline has been provided. The task remains formidable for a company that reported a revenue of $6.4 billion in 2024. Moreover, the Levi’s jeans have yet to prove their environmental impact in an industry notoriously known as one of the most polluting: producing a single pair of jeans can emit 20 kg of CO2 and consume up to 10,000 liters of water.
The ethical fashion retailer WeDressFair is thus surprised that a garment considered sustainable by Levi’s actually contains only 15% organic cotton. It is difficult to take Michelle Gass at her word when she claims to “focus on the sustainability of her products.” The brand has also not yet developed a second-hand offering. However, “this issue will have to be addressed sooner or later,” points out Charlotte Puisais.
When discussing the trade policies of Donald Trump, the CEO becomes tense. “We are primarily a global brand, and no, we have not seen an impact on our sales,” she deflects. The company still heavily relies on sourcing from Asia, with a majority of its 550 contracting companies based in China, India, and Vietnam, compared to a mere twenty in the United States. Thus, it may be difficult to avoid the customs surcharges imposed by the American president. If Levi Strauss & Co. does not plan to raise its prices in the short term to avoid impacting consumers, its margins could be squeezed. Another challenge.
