Der verzweifelte Blick auf Levi Strauss befindet sich in der Unternehmenssuite, denen es an Visionen mangelt
In the fickle business of fashion, the popularity of denim has ebbed and flowed over the years, and likewise, the fortunes of Levi Strauss. This venerable brand invented blue jeans in 1873.ăăFor over three decades before that, Levis had been a struggling, privately held company whose core audience was aging out.ăăThe stock price has fallen from a high of about $29 a share to where it is today, about $13.50.ăăSince 2021, the company seems to have again lost its way under CEO Chip Bergh, a former US Army captain recruited in 2011 as group president for global grooming at Procter & Gamble. After working his way up the ranks over nearly three decades, Bergh has said he left P&G when he realized he would not be a candidate for P&Gs CEO.ăăSo, rather than the fashion maven that Leviâs needed, the companyâs board picked Bergh, an ambitious corporate executive responsible for such brands as Tampax and Gillette.ăăAnyone who follows fashion industry trends as closely as I do might have predicted Leviâs recent problems. For me, it was when I noticed that Bergh showed up at virtually every industry event and conference wearing an astonishing outfit for how out of step it