Shift to looser styles at Levi’s
28/06/2024
The brand’s direct-to-consumer (DTC) channels saw sales increase 8%, up 12% in the US and 7% in Europe. DTC now represents 47% of the group’s total revenues in the quarter. Wholesale revenues were up 7%. Gross margin increased 180 basis points to 60.5% from 58.7% in Q2 2023 primarily due to lower product costs and a favourable mix shift, the company says.
Discussing the results during a conference call, Michelle Gass, CEO, said that sales of looser fits were up 21% in the quarter and that she intends to lean into the trend with new wide leg styles for both women and men as soon as this summer.
Photos of the Levi x Sacai SS2025 collection, courtesy of Levi Strauss
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