Consumers’ on-and-off love affair with jeans has suffered a new setback during this pandemic.
Work from home as well as expanding waistlines have boosted the appeal of gym shorts, joggers, and sweatpants. A little over a year ago, Levi’s was betting on a new strategy and injection of capital to revive its fading image. Today, it finds itself in a dire situation after sales plummeted during the second quarter. Should jeans companies reinvent the iconic wardrobe staple or diversify their product mix during a period of uncertainty?
Video Spotlight: Levi’s CEO Remains Optimistic
This post is based on The Washington Post article, Goodbye, Jeans. The Pandemic Is Ushering in an Era of Comfort, by A. Bhattarai, July 28, 2020, and the YouTube video, Levi’s CEO Breaks Down How the Covid-19 Affected Second-Quarter Sales, by CNBC Television, July 8, 2020. Image source: alexandre zveiger / Shutterstock.
1. Think about your own pairs of jeans. What are their best features? What are their worst?
Guidance: The best features are likely to revolve around durability, versatility, looks, fit, color, and style. The worst features will probably be lack of comfort (especially in the Continue reading