Chip Bergh and Levi Strauss & Co. are breaking with the past, transcending the denim giant’s wholesale roots and reorienting around the direct-to-consumer business to make a broader lifestyle play.
“We’re trying to position the company for the future,” said Bergh, president and chief executive officer, in an interview with WWD. “If anything, the pandemic has shined a spotlight on the critical importance of a couple parts of our business. And we’re reorganizing, doubling down on the things that really drive value-creation.”
That is leading the San Francisco-based company to sharpen its focus all the more on the Levi’s label and just how it can deliver that brand, whether online or in stores, directly to consumers.
“Our brand is our most important asset,” Bergh said.
To make the most of that asset, the company is pivoting to a corporate structure that is brand- rather than product-led and promoting a cadre