Levi Strauss Leverages Women’s Fashion for Growth

Levi Strauss (LEVI) can be nicely-known for making men’s blue denim. However, ladies’ fashion is a key element fostering the percentage boom. Shares of the San Francisco-based totally employer have been surging in early afternoon buying and selling Wednesday after a positive profits document Tuesday nighttime. However, the headline numbers may be outweighed by some key factors that maintain a booming business enterprise model. One of the elements is continued growth inside the sale of women’s products.

Women's Fashion

Our approach to diversify the business with the aid of increasing for greater into tops, ladies’ below-penetrated markets and with our fee manufacturers maintain to supply sturdy effects,” CEO Chip Bergh informed analysts during Tuesday’s evening’s income conference call. “Our overall girls’ enterprise grew 18%, which changed into the fifteenth consecutive sector of the boom in girls with the ultimate nine quarters being double-digit.

The continued electricity in ladies’ gadgets changed into CFO Harmit Singh as the most important contributor to the profits beat, greater than doubling the increase within the already saturated guys’ class. As women’s class sales represent about 30% of overall sales currently, there may be definitely room for enlargement.
The underlying fashion ought to properly maintain growth for future years as well, as more girls – in particular, more youthful consumers continuously eyeing style developments – flock to denim merchandise.

According to Euromonitor, jeans targeted at “curvier” ladies are a key promoting object for Levi’s particularly and feature spurred the speedy boom of the section in the U.S. And Mexico. That extends past denim as jackets and tops are key gadgets flying off cabinets. The Guardian is currently known as “the denim jacket, the brand new power dressing,” bringing up celeb recognition of the fashion preference and adoption in fashion shows as a trademark that they can provide a boom for manufacturers past traditional jeans sales. While the anecdotal evidence of a sturdy fashion trend in the West is really worth noting, Asia’s stats are even extra compelling.

The international denim marketplace changed into valued at $fifty six.2 billion in 2017 and is forecast to witness a CAGR of five—Eight% thru 2023, consistent with Prescient Strategic Intelligence. The shifting attitudes towards denim in the Asian market are the important thing accelerant for this trend. On a more granular stage, women in China are among the most appreciative of denim styles in the location, in line with Euromonitor information. That being the case, the tap into now not most effective e-trade traits, however a focal point on girls will be pivotal for Levi’s to gobble up a market proportion. So some distance, this looks to be the Chip Bergh-led organization’s purpose and ought to sustain the boom many are forecasting for the newly-public call.

To be sure, the growth in athleisure globally threatens to reduce skinny denim sales that stay the most important category based on its comfort cognizance and form-fitting fashion for girls. The underlying fashion has allowed businesses like Lululemon Athletica (LULU) to command an over $20 billion valuation and a forward a couple of close to 50. An activewear bias from ladies’ clients may want to create a constraint for increasing denim merchandise that is not appropriate to workout. However, it isn’t always a zero-sum sport, as NPD Group, a New York-based market research company, cited that denim income can coexist with athleisure. Jeans have always provided shape, fashion, and function; however, now they’re imparting the consolation latest consumers need,” NPD leader enterprise guide Marshal Cohen said. “It’s a win-win for customers, jeans manufacturers, and stores.”

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