Levi's direct sales growth slows after betting its marketing on baggy jeans over low-rise
Levi Strauss posted its slowest direct-to-consumer growth since late 2022, partly because it marketed baggy jeans instead of low-rise styles, but still raised its full-year earnings outlook, Bloomberg reported.
Levi Strauss & Co. reported its slowest growth in direct-to-consumer channels since late 2022 in its third quarter, Bloomberg reported (via The Business of Fashion).
Part of the slowdown came from a marketing misstep: the company chose to promote baggy jeans while shoppers moved toward low-rise styles. Even so, Levi’s raised its earnings outlook for the full year.
The episode shows how fast denim silhouettes are now turning — and how costly it can be for even the best-known jeans brand to read the trend wrong for a single season.
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