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In a recent interview with CNBC’s Jim Cramer, Levi Strauss CEO Michelle Gass shared exciting news about the denim retailer’s partnership with Beyoncé. Gass expressed her confidence that this collaboration will significantly boost sales of women’s clothing, with the goal of women’s apparel accounting for half of Levi’s business in the near future.
The partnership with Beyoncé is part of a new ad campaign that officially launched recently, following the release of Beyoncé’s album “Cowboy Carter.” This isn’t the first time Levi’s has worked with the pop star, as they have collaborated on various projects in the past.
While Gass highlighted women’s apparel as a bright spot for the company, she also addressed some challenges Levi’s has faced in recent times. Despite missing revenue expectations and adjusting guidance, Gass remains optimistic about the company’s future. She acknowledged issues in the Chinese and Mexican markets, as well as with the Dockers brand, but emphasized Levi’s commitment to addressing and overcoming these obstacles.
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