Levi Strauss ceo says “crisis creates an opportunity” in interview with CNBC.
The ceo of Levi Strauss has sounded a note of optimism for brands during the current COVID-19 pandemic, telling CNBC he believes that “strong brands are going to emerge from this stronger than ever”.
Speaking during a ‘Mad Money’ interview on CNBC, Chip Bergh added that: “I like to say that crisis creates an opportunity… we’ve got a lot going on for us”.
The denim brand – which has collaborated with a number of licensed properties in the past including Stranger Things, Hello Kitty and Super Mario – has been taking steps to prepare for the future including repatriating struggling franchises and upgrading locations.
Chip also explained that the company has been using current consumer habits in China as a model for how to re-start business in the US when given the all-clear.
Levi Strauss has also put a focus on building its direct to consumer business, with these operations now accounting for over 40% of total business.
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