Levi Strauss & Co. CEO Michelle Gass is focusing on expanding the brand’s appeal to women as part of a strategy to grow the $6.4 billion company. In a tour of the flagship store in New York’s Times Square, Gass highlighted new merchandise such as denim dresses and graphic T-shirts that complement the brand’s traditional jeans. The company is using mannequins to showcase complete outfits, aiming to attract more female shoppers.
During the store visit, Gass pointed out the popularity of Western-themed tops and the resurgence of denim-on-denim looks, including jean jackets paired with denim dresses. The brand is deliberately promoting these trends to capture current consumer interest. Gass, who describes herself as a “denim head,” wears Levi’s apparel to connect with customers and embody the brand’s style ethos, reinforcing the company’s commitment to evolving its product lineup.
Levi’s historically catered more to male consumers, but the company’s recent efforts reflect a broader industry shift towards inclusivity and diversity in fashion. By expanding its women’s offerings, Levi’s aims to tap into a growing market segment and compete with other apparel brands that have successfully diversified their product ranges. The use of mannequins to suggest complete looks is a merchandising tactic designed to increase sales by inspiring shoppers with outfit ideas.
Levi Strauss & Co. reported a brand valuation of $6.4 billion, underscoring its significant market presence. The company’s focus on women’s fashion and trend-driven merchandise is part of CEO Michelle Gass’s broader growth strategy announced earlier this year.