I haven't bought a pair of Levi's in more than a decade. I know they got more expensive and I wonder these company changes mean they are now ridiculously expensive.
It's a NYT article. It's in the business section but I thought c/fashion might like it. And if you don't want to read the whole thing - here's a summary...
[Levi's CEO] Ms. Gass, 55, wants to make Levi’s not only a brand you think of when you want jeans, but also a place you go to first when shopping for shirts, jumpsuits and puffer jackets. Her goal is to get customers back more often — since people usually buy tops more frequently than bottoms — and to bring them to Levi’s stores, its website and its mobile app.
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Within six years, [Levi's] wants 55 percent of its revenue to come from its direct-to-consumer business, up from the current 42 percent. “It really is moving this company to be, I’ll call it, a denim lifestyle retailer,” Ms. Gass said. “That’s the big pivot.”
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Levi’s now has nearly 2,300 stores across the world, including 244 in the United States. Last year, it had a record number of store openings: 105.
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Levi’s is trying to save costs where it can. During its quarterly earnings call in late January, the company said it would slash 10 percent to 15 percent of its work force, a move that would save $100 million this year.