Levi's Shifts Focus
CEO Michelle Gass prioritizes direct-to-consumer sales as the company reduces reliance on wholesale revenue from retail partners, while a separate pilot project promotes transparency in denim production
Levi Strauss & Co. is changing its sales strategy, with CEO Michelle Gass focusing on the direct-to-consumer channel to drive growth in the denim market. This move is part of the company's plan to rely less on wholesale revenue from retail partners and more on sales from its own stores and website.
The company has also deployed mannequins in its flagship store to suggest complete 'looks' to shoppers and draw more women to buy from the brand. This initiative aims to enhance the shopping experience and increase sales.
In a separate development, World Collective has launched a pilot featuring DPP data for three denim fabrics sourced from Bhaskar Savitt Industries in India. The pilot includes interactive DPP widgets on product pages, enabling stakeholders to access detailed information on fabric composition, sustainability credentials, and supplier details.
The pilot seeks to demonstrate how suppliers can use DPP frameworks to differentiate themselves ahead of regulatory mandates. World Collective is planning a significant engagement at Texhibition Istanbul in September 2026 to provide guidance for structuring supply chain data and preparing for eventual DPP regulations.
Meanwhile, the movie 7 Dogs, starring Salman Khan and Sanjay Dutt, is set to release in Indian theatres on August 21. The film has been written and produced by Turki Al-Sheikh and features Karim Abdel-Aziz and Ahmed Ezz in the lead roles. Salman and Sanjay appear in special cameo roles, but their presence has already become one of the biggest talking points around the movie.
## Why it matters The shift in Levi's sales strategy and the pilot project by World Collective are significant developments in the denim industry. As consumers become increasingly conscious of sustainability and transparency, companies are adapting to meet these demands. The use of DPP data and interactive widgets can provide stakeholders with valuable information about the production process and help suppliers differentiate themselves in a competitive market.
The release of 7 Dogs is also notable, as it marks the reunion of Salman Khan and Sanjay Dutt on the big screen. The film's success could have implications for the Indian box office and the careers of the actors involved.
