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How Levis Lost Pricing Power and Got It Back
In the mid-2010s, Levi Strauss & Co. saw its jeans become a commodity. Retailers like Walmart and Target sold their own denim for under $20, and Levi's had to slash prices to compete. By 2019, the company's revenue per pair had fallen 12% from a decade earlier. But then something changed. Under new CEO Chip Bergh, Levi's stopped chasing volume and started focusing on direct-to-consumer sales, premium product lines, and a disciplined approach to promotions. By 2024, Levi's had nearly doubled its average selling price and restored its brand cachet. In this episode, Lucas and…
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