Covid-19 Forces Levi to Accelerate Its Consumer Strategy Shift

Levi Strauss & Co. has long aimed to reduce its reliance on retailers and sell more directly to consumers. When the coronavirus pandemic struck, it had to do that a lot faster than it had planned.

As bricks-and-mortar retailers shut down, Levi’s revenue took a big hit, falling 62% in the most recent quarter. That spurred its strategy to sell more through its own channels, says Harmit Singh, chief financial officer of the San Francisco-based apparel maker.