Levi Strauss CEO Chip Bergh, despite its underlying financial constraints, is hopeful for an iconic jeans maker following the COVID-19 pandemic. Because of the shutdowns, Levi Strauss plans for the future by repatriating hard-working franchisees and upgrading sites and hiring new workers in a slow-moving labor market. In China as the root of this disease emerged in the province of Hubei, Levi Strauss uses existing market preferences as a blueprint for the company resumed in the United States.
In a world where dedicated stores are closing down in droves, the brand is focused on developing its direct-to-consumer business. About 40% of the entire sector of Levi Strauss, which is up from 30% five years earlier, accounts for more than 40 percent of direct to consumers. It has been met by other brands, such as Nike, who cut the middle man off by creating their own shopfronts and online outfits to attract customers.