Levi Strauss & Co.

Sector: Apparel and footwear Countries of operation: The US and over 110 other countries Key product categories: Accessories, casual and dress pants, footwear, jackets, jeans, shorts, skirts and tops Annual Metrics [caption id="attachment_152218" align="aligncenter" width="700"] Fiscal year ends on November 30
*Trailing 12 months ended May 29, 2022[/caption]   Summary Levi Strauss & Co. was founded in 1853 and is headquartered in San Francisco, California. The company markets and sells accessories, casual and dress pants, footwear, jackets, jeans, shorts, skirts and tops in the Americas, Asia and Europe. The company sells its products under the Denizen, Dockers, Levi’s and Signature by Levi Strauss & Co. brands and licenses its Dockers and Levi’s trademarks for further product categories. The company sells through third-party retailers—including department stores, e-commerce sites, franchises that operate brand-dedicated stores and specialty retailers—and directly to consumers, through stores, e-commerce and shop-in-shop locations. As of May 12, 2022, Levi’s operates 3,100 retail stores and shop-in-shop locations and is sold in over 110 countries. Company Analysis Coresight Research insight: Levi’s current strategy details a path to diversifying its products, channels and markets, enabling the company to grow significantly across the globe. It is the most recognized jeans brand in the world, with the highest brand awareness in denim bottoms, according to the company. It continues to reinvent itself by developing innovative materials such as cottonized hemp, making strides in sustainability and moving into personalization with in-store studios. In September 2021, Levi’s completed the acquisition of Beyond Yoga for approximately $400 million, diversifying the business and moving into the high-growth activewear segment. Levi’s continues to innovate to maintain its lead position in denim and to diversify its range into other relevant categories. We are seeing strong consumer demand for denim in 2022, a trend that will benefit Levi’s.

Tailwinds	Headwinds
Scale and resources with the highest brand awareness in denim bottoms and number-one brand globally in jeans Opportunities to grow in other product categories, including women’s apparel and tops, and activewear Diversified network Strong consumer demand for denim	Continued covid-related impact such as lower store traffic and higher air freight costs that may influence revenues High competition in the denim market

  Strategy On June 1, 2022, Levi’s provided an update on its long-term growth strategy, which comprises: 1. Lead with brands

• Elevate and strengthen the Levi’s brands (Signature by Levi Strauss & Co.TM and Denizen), Dockers and Beyond Yoga by more effectively integrating product, design, marketing and consumer in-store experiences with a global vision executed consistently across all markets

2. Operate with a direct-to-consumer (DTC) mindset

• Accelerate investment in stores, online platforms and other digital capabilities, while creating an integrated omnichannel shopping experience

3. Further diversify the portfolio

• Capitalize on the substantial opportunity to amplify each brand’s reach and grow share across geographies, categories, genders and channels

Revenue Breakdown (FY21) Company Developments

Date	Development
June 2022	Levi’s names Amisha Jain as the company’s new Senior Vice President and Managing Director of the South Asia, Middle East and Africa region.
June 2022	Levi’s collaborates with Los-Angeles fashion brand No Sesso to launch an inclusive denim collection.
May 2022	Levi’s launches limited-edition vintage jeans, called “Inside Out 501 jeans”.
April 2022	Levi’s launches Levi’s Fresh, collection of colorful denim, tees and sweats dyed with nature-derived dyes made from plants and botanicals.
March 2022	Levi’s announces more than $300,000 in humanitarian aid for refugees in Eastern Europe and a temporary suspension of its commercial operations in Russia
January 2022	Levi’s launches recycled 501 jeans by reprocessing old jeans.
January 2022	Levi’s teams up with Japanese brand Beams for a spring/summer 2022 collection.
December 2021	Levi’s launches jeans that feature an associated non-fungible token (NFT).
November 2021	Levi’s partners with Woolmark, an authority on Meriono wool and owner of the Woolmark logo (a quality assurance symbol applied to more than 5 billion products), on its winter boot collaboration.
November 2021	Levi’s partners with Depop, a resale and social media platform, to double down on resale in Australia and New Zealand.
September 2021	Levi’s releases its first annual sustainability report.
September 2021	Levi’s completes the acquisition of activewear brand Beyond Yoga, for an aggregate purchase price of approximately $400 million.
March 2021	Levi’s announces a transition in its Board of Directors’ leadership. Stephen C. Neal, current Chair, will be stepping down from the position on March 26, 2021.
January 2021	Levi’s teams up with Target for exclusive apparel, home goods, pet accessories and other denim-inspired items.
December 2020	Levi’s appoints Elliott Rodgers to its Board of Directors.
April 2020	Levi’s digitalizes its sampling process with photorealistic 3D renderings of denim garments and samples. This enables the company to sell to merchants using images, rather than having to provide physical samples.
November 2019	Levi’s collaborates with Hohenstein, a research testing institute, to bring safer chemicals to the apparel industry using the ECO PASSPORT by OEKO-TEX—an independent certification system for chemicals in the apparel, textile and leather industries.
July 2019	Levi’s introduces Future Finish, an online service for customizing denim using laser technology.
June 2019	Levi’s announces its partnership with the International Finance Corporation (IFC) to meet 2025 climate change goals. This means it is committed to achieving a 90% reduction in greenhouse gas emissions in owned-and-operated facilities, 100% renewable energy in owned-and-operated facilities and a 40% reduction in greenhouse gas emissions across its entire global supply chain.
March 2019	Levi’s collaborates with Outerknown, a sustainable lifestyle brand label, to produce jeans and jackets using cottonized hemp.
March 2019	Levi’s debuts on the New York Stock Exchange (NYSE) valued at $6.6 billion. Shares are valued at $17 each, above its target range of $14–$16 per share.
February 2019	Levi’s files registration for its initial public offering (IPO).
January 2019	Levi’s announces announce a global multi-year eyewear licensing agreement with Safilo.
November 2018	Levi’s opens its largest flagship store in New York City. The store focuses on customization and personalization, with a Tailor Shop allowing consumers to take advantage of direct garment printing and embroidery.
February 2018	Levi’s announces Project F.L.X. (future-led execution), a new operating model that replaces manual techniques with automated ones in the denim finishing process.
October 2015	Levi’s introduces WellThread, a denim collection that utilizes a technique to reduce water usage up to 96% compared to the normal denim finishing process.
July 2015	Levi’s relaunches its women’s line with new styles and a four-way stretch fabric. The company reports that sales from its women’s business have risen for the last 14 consecutive quarters.
April	Levi’s opens its Eureka Innovation Lab in San Francisco, US.

  Management Team

• Chip Bergh—President and CEO
• Seth Ellison—Executive VP and COO
• Karyn Hillman—Senior VP and Chief Product Officer
• Harmit Singh—Executive Vice President and Chief Financial Officer

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Source: Company reports/S&P Capital IQ