Observing the tough competition in the denim segment globally, Levi Strauss & Co. is planning to launch a new range of denims with more stretch to compete with yoga pants and will also focus on vintage fashion, for women. James Curleigh, President of the brand mentioned that Levi’s is aiming to connect with the youth by playing more with its designs, stretch ability and looks. “Our women’s business has never been stronger than it is right now. Every one of our categories outside denim is growing faster than denim but we are still growing denim so ‘protect the core, expand for more’ is working,” Curleigh added.
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The brand is also looking into perspective of consumer’s interest in environmental issues – working on methods to reduce water usage; improve recycling techniques; promote resale of old jeans as vintage styles is fashionable again.
