From the Editor's Desk

Levi Strauss’ Direct-to-Consumer Shift Trades Wholesaler Habits for Increased Efficiency

Levi Strauss is famous for its blue jeans--but the 170-year-old company is looking to update itself to boost sales of its signature product and more. For starters, it's drawing notice as a deft manager of its customer relationships and its use of their data. That focus is giving the company an edge in efficiently marketing its popular clothing.

The major changes still underway at Levi Strauss were highlighted in a Wall Street Journal update on the company's 2022 historic strategic shift that reduced its longtime reliance on selling its products through department stores and other wholesaler channels, instead dealing directly with consumers.  


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