Levi Strauss CEO on IPO, Brexit and Relaunching the Business

The transcript discusses Levi's IPO and its strategy to become a lifestyle brand. It highlights growth in the women's business and the impact of athleisure on denim. Challenges such as market uncertainties and tariffs are addressed, along with Levi's potential in China. The family control of Levi's is explained as a long-term investment strategy.

What is Levi's primary strategy to expand its brand beyond denim?

• Reducing their product line

• Focusing solely on men's denim

• Becoming a head-to-toe lifestyle brand

• Entering the food industry

What prompted Levi's to relaunch their women's business?

• The rise of the athleisure trend

• A decline in men's denim sales

• A partnership with a sports brand

• A new CEO appointment

What innovation did Levi's introduce in their women's denim line?

• Eco-friendly denim

• Denim with built-in heaters

• Four-way stretch, quick recovery denim

• Waterproof denim

What was a significant factor in Levi's decision to forecast a deceleration in growth?

• A decrease in online sales

• Increased competition from new brands

• A lack of innovation in products

• Uncertainties in the US wholesale market

How much of the global apparel market does China represent for Levi's?

• 5%

• 20%

• 3%

• 10%

What is the role of the Haas family in Levi's after going public?

• They manage day-to-day operations

• They are the sole decision-makers

• They control the company and are seen as long-term investors

• They have no involvement

What is a major strategic priority for Levi's in terms of market expansion?

• Entering the African market

• Increasing sales in China

• Focusing on the Australian market

• Expanding in Europe