Ask Chip Bergh, president and chief executive officer of Levi Strauss & Co., how the true blue American brand has managed to stick about for more than 160 years and he will you this: thanks to a combination of innovation and values.
He will also tell you that it hasn’t been a sweet and easy ride. Because, like most things that have been around for what seems like forever, the brand has struggled to stay relevant as times and trends changed.
A couple of decades ago, for instance, Nike benchmarked Levi Strauss, held it up as an industry standard. Today, however, the global sportswear giant is on track to reach $50 billion in sales by 2020, while Levi’s teetered on the brink of bankruptcy in the early 2000s.
Read more at Sourcing Journal.