Man, do I love seeing the resurgence of dusty, authentic brands! Congrats to Chip and the Levi team. Well done. Central to the strategy- building a profitable core.
Build our profitable core. This piece was based on the recognition that 80% of our cash flow and profits come from men’s bottoms—jeans and Dockers—and from sales in our top five countries and to our top 10 wholesale customers (primarily department stores, including Kohl’s, JCPenney, Sears, and Macy’s). This part of our business has high market share but relatively low growth. It’s vitally important to our finances, however; if the core isn’t healthy, our business can’t succeed.
https://hbr.org/2018/07/the-ceo-of-levi-strauss-on-leading-an-iconic-brand-back-to-growth
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