The American group Levi Strauss & Co. is seeking to transform its positioning to support its growth. Historically associated with men's jeans, the world leader in denim now intends to broaden its customer base, particularly among women, and develop a more comprehensive clothing offering. Management's stated objective is to reach $10 billion in revenue in the medium term.
For CEO Michelle Gass, jeans remain the foundation of the brand's identity, but the strategy now aims to build a true "denim lifestyle." Levi's is thus focusing on diversifying its collections, notably by strengthening its tops, sweaters, and outerwear categories. This evolution is already reflected in sales: while the brand once sold seven pairs of jeans for every top, the ratio is now around two to one.
Growth driven by women's fashion and the premium segment
Developing the women's segment is a major driver of growth. Although sales of women's products have doubled over the past decade, they still only represent 38% of total revenue. The group now aims to achieve a more balanced distribution between men's and women's lines.
At the same time, Levi's is strengthening its position in the premium segment to improve its margins and enhance its brand image. The company notably launched the "Blue Tab" collection, made from high-end Japanese denim, designed to attract a more discerning clientele.
The group is also continuing to transform its business model by prioritizing direct-to-consumer sales. This strategy relies on the development of its store network and online sales platforms. In this context, Levi Strauss recorded revenues of $6,3 billion in 2025, confirming the strength of its growth trajectory.
