This festive quarter, Levi’s hopes to achieve 70-80 per cent of its pre-COVID level sales.

When fashion retail reopened through ecommerce channel in May, Levi’s reallocated its stock to online partners. This allowed it to refresh inventory and move it to where the consumers were. It allowed the brand to improve cash flow because ecommerce sold very well and they pay fast.

Henceforth, the brand aims to reduce its store count by 5 per cent but will increase the location, sales density and the size of its stores. It plans to double down on its Work from Home category. It also plans to increase the share of its performance denims to 60 per cent.

The brand plans to expand store-on-wheels concept from residential complexes to new consumer hotspots such as college festivals and bikers rally events and offer on-premise customization. It will also introduce luxury global lines such as Levis-Made in Japan and Made in USA.