Source: Fortune.com
Summary
Levi Strauss shares have rebounded after a strong earnings report, with revenue increasing 14% from last year. Direct-to-consumer sales now account for over half of quarterly revenue. The company offset tariff pressure by raising prices and benefited from the popularity of 90s styles and a resurgence of country trends. Levi’s also saw a 25% spike in sales of its 517 jeans, featured in the FX series “Love Story” about Carolyn Bessette and JFK Jr.
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The strategy enters a familiar phase.
Levi’s has found a way to offset tariff pressure by raising prices, which accounted for roughly half of its growth. The company has also benefited from the popularity of 90s styles and a resurgence of country trends. The 25% spike in sales of its 517 jeans, featured in the FX series “Love Story”, is a notable example. Levi’s has also sold its struggling khaki brand, Dockers, last month. The company’s CEO noted a significant increase in sales after the premiere of the FX series.
It’s a classic case of ” tariff troubles meet 90s revival”.
Author: Evan Null
