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There aren’t too many brands with as many stories to tell as Levi Strauss & Co. An apparel staple and an American cross-cultural icon for well over a century, a well-worn pair of Levi’s more likely than not has featured in most consumers’ personal narratives. But Levi’s is also a prime example of a heritage brand constantly battling disruption from trends and technology, not to mention hundreds of competitors vying to tap into the world’s love of denim in all its forms.
How does Levi’s stay agile enough to remain top-of-mind in-store and online? What does it need to be doing now to be competitive with new Gen Z consumers in five years? Who do they partner with? What values and stories does it have to impart and weave to keep consumers in their jeans?
As CMO, global brands at Levi Strauss & Co.,