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Levi’s President makes strategic impact at Retail’s Big Show

Levi’s President James ‘JC’ Curleigh made a spectacular entrance at this year’s NRF 2018: Retail’s Big Show event, cruising to the stage in A bicycle as he worked his Levi’s Commuter Trucker Jacket with Jacquard by Google. It was a novel way to bring the brand’s mission to life – to create legitimate Levi’s lifestyle solutions.

In his keynote presentation he said, “Our vision for the Levi’s brand is to be the most loved, most relevant lifestyle brand again. We were the original lifestyle brand.” JC was among several key leaders, which included Tommy Hilfiger and Walmart CEO Doug McMillan, among others, invited to speak at one of the industry’s biggest conferences organised by the National Retail Federation.

JC also touched on how we are harnessing our heritage, values, innovation and loyal fan base to move into the future of lifestyle brands. “Remember the mullet haircut? What did it say? It said ‘business on the front, party on the back.’ Well, the new brand and business mullet should be simple on the front, sophisticated on the back,” he told the crowd. “In a world of difficult decisions, picking out your favourite pair of jeans should not be one of them. To deliver that simplicity, we have to take a level of sophistication – a sophistication in the supply chain and how we show up in retail. The most powerful brands on earth found a way to deliver simplicity on the front side through a very sophisticated platform on the back side,” he joked.

 
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