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  • March 2020 (Revised July 2022)
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Levi Strauss (A): A Pioneer Lost in the Wilderness

By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat
  • Format:Print
  • | Language:English
  • | Pages:24
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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.

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.)
  • Educators

About The Authors

Joshua D. Margolis

Organizational Behavior
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Ashish Nanda

Strategy
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Related Work

    • March 2020 (Revised July 2022)
    • Faculty Research

    Levi Strauss (A): A Pioneer Lost in the Wilderness

    By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat
Related Work
  • Levi Strauss (A): A Pioneer Lost in the Wilderness By: Joshua Margolis, Ashish Nanda, Margaret Cross, Imran Manji and Bismah Rahmat
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