Even as denim has its moment, Levi’s finds itself trying to catch up

Levi Strauss & Co., the iconic denim brand, is facing challenges in capitalizing on the current denim trend. Despite the company's strong brand recognition and consistent sales, it struggles to balance staying true to its core styles while keeping up with fashion trends. The company's stock price has fallen 17% since its last earnings report, which showed better-than-expected earnings but lower-than-expected sales. Levi Strauss is focusing on expanding its direct-to-consumer sales through its own stores and website, which has led to an 8% increase in direct-to-consumer revenue. However, the company still faces challenges in the wholesale market, where it relies on retailers such as Macy's and Nordstrom. Additionally, young consumers are increasingly price-sensitive and prefer to buy one-of-a-kind denim outfits at vintage shops, affecting sales of new Levi's products.