Business Wars Denim Wars | The Unravelling | 6
Nov 18, 2020
In a tale of fashion turmoil, Levi's finds itself in dire straits with debt and dwindling sales. Meanwhile, yoga pants surge in popularity, challenging the supremacy of denim. The story explores Levi's strategic pivot towards women's apparel and an ambitious global listening tour aimed at reconnecting with customers. As jeans evolve into a casual staple, iconic brands must adapt to the comfort-driven consumer preferences, igniting a fierce competition in the apparel landscape.
AI Snips
Chapters
Transcript
Episode notes
Levi's and Walmart
- In 1999, new Levi's CEO Phil Marino faced declining sales and distribution issues.
- Walmart offered a partnership, but Marino prioritized fixing internal problems first.
Target Multiple Markets
- Target both upmarket and downmarket segments simultaneously to maximize reach.
- Levi's aimed to achieve this with different lines for different retailers.
Brand Focus vs. Broad Appeal
- VF Corp. prioritized brand focus over appealing to all consumer segments.
- Their CEO believed that brands couldn't effectively be "all things to all people."