How Levi's is using COVID-19 as stimulus to transform its business

Levi Strauss & Co., the apparel manufacturer, is aiming to use the period of disruption engendered by COVID-19 to enhance its business for the long term.

Levi Strauss & Co, the apparel manufacturer, is seeking to find the upsides from the burgeoning COVID-19 crisis.

The company faces undoubted operational challenges as the pandemic deepens – like guaranteeing the safety of employees, temporarily closing retail stores as necessary, reducing capital expenditure, and keeping up with evolving shopper habits.

But Chip Bergh, the San Francisco, California-based firm’s chief executive, is looking to achieve tangible progress in numerous areas. “I also believe that crisis presents opportunities, and we will be ready to act on those that make good strategic sense,” he said on a conference call with investors.

“Whether...

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