Next year is going to be quite telling for Levi Strauss &Co.Executives at the San Francisco-based jeanswear giant contend that 2003 will bring an end to their streak of sales declines and there ’s one major event that could make that...
Next year is going to be quite telling for Levi Strauss &Co.Executives at the San Francisco-based jeanswear giant contend that 2003 will bring an end to their streak of sales declines and there ’s one major event that could make that happen.
After more than a year of negotiations,in July the Levi Strauss Signature line will bow at Wal-Mart Stores ’more than 2,800 U.S.units,marking the brand ’s first appearance in the mass market.
Levi ’s officials insist that is not the reason they ’re expecting their long-awaited turn- around.Since Phil Marineau joined as president and chief executive officer in 1999 with the mission of stopping the sales declines,that ’s been the company ’s key goal.In addition to improving operations and delivery rates,a key piece of the plan is Levi ’s "consumer seg- mentation "strategy,which it contends will allow it to sell jeans ranging from $25 to $250 by testing fashion-forward ideas and quickly knocking off its own hits.
But the numbers suggest that a lot is riding on Wal-Mart.Marineau has said he believes Levi ’s could sell "hundreds of millions "of ollars worth of Levi Strauss Signature jeans a year,and market observers suggest Levi ’s could easily turn Wal-Mart into a billion-dollar account.
Levi ’s executives have said they expect sales next year to rise by 2 to 5 percent. Presuming that fourth-quarter results come in at the flat level expected (Levi ’s fiscal year ended last month,but numbers won ’t be released until January),the company is expecting 2003 sales to rise in the range of $80 million to $200 million from the roughly $4.1 billion the firm is expected to report for this year.
The gap between the expected Wal-Mart volume and projected increase could mean that Levi ’s sales could rise next year even if its core business continues to shrink.
Levi ’s sales are far off the peak level of $6.7 billion reached in 1995 and observers agreed that jumping into Wal-Mart could be the aggressive step the company needs to make up for lost volume.But the question they pose is whether Levi ’s entry into the mass chan- nel will cost it sales at the national chains and moderate-priced department stores that cur- rently sell the bulk of its goods.Levi ’s officials contend that the distinct brand imagery of Levi Strauss Signature jeans, which lack the two-horse patch,red tab and distinctive pocket stitching that are Levi ’s hall- mark,will keep the mass brand separate from the higher-end product in consumers ’minds. Whether they ’re right about that is a question that remains to be answered.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye