Strong quarter for brand Levi’s
03/10/2024
The group’s overall sales for the period were $1.5 billion, dipping slightly in the Americas (down 1%), flat in Asia and up 6% in Europe. In the ‘other brands’ category, revenues were down 7%, with Dockers’ sales decreasing 15%. The group has made it clear it is considering ‘strategic alternatives’ for the brand including ceding ownership.
With direct-to-consumer sales up 10% in the period, the company has reiterated its commitment to growing its DTC business, which accounted for 44% of total net revenues in the quarter.
Michelle Gass LS&Co president and CEO, confirmed both the strategic priority of direct-to-consumer and renewed focus on the Levi’s brand, as “exemplified by our new campaign with Beyoncé and an innovative product pipeline designed to build momentum with our fans around the world.”
Photo: Levi's updated launderette campaign with Beyoncé
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