Publications
Publications
- March 2020 (Revised July 2022)
- HBS Case Collection
Levi Strauss (A): A Pioneer Lost in the Wilderness
By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat
Abstract
In 2011, newly appointed CEO Chip Bergh needed to urgently turn around the iconic but floundering denim apparel firm, Levi Strauss & Co. (LS&Co.) Famous for its blue jeans, LS&Co. had suffered a decline in revenue of 29% from $6.8 billion in 1997 to $4.8 billion in 2011.
Bergh faced some urgent decisions. Should LS&Co. focus more on the wholesale channel or direct-to-consumer channel? What parts of its product mix should the firm emphasize? In which geographies should it invest? With only a short window of time in which to build momentum, Bergh knew that he needed to prioritize, given the firm’s limited resources.
Bergh faced some urgent decisions. Should LS&Co. focus more on the wholesale channel or direct-to-consumer channel? What parts of its product mix should the firm emphasize? In which geographies should it invest? With only a short window of time in which to build momentum, Bergh knew that he needed to prioritize, given the firm’s limited resources.
Keywords
Turnarounds; Transformation; Strategy; Decision Choices and Conditions; Decision Making; Strategic Planning; Brands and Branding; Product Positioning; Product Marketing; Apparel and Accessories Industry
Citation
Margolis, Joshua, Ashish Nanda, Margaret Cross, Imran Manji, and Bismah Rahmat. "Levi Strauss (A): A Pioneer Lost in the Wilderness." Harvard Business School Case 720-405, March 2020. (Revised July 2022.)