NYPOST] The boss of Levi Strauss — the nation’s oldest jeans company — said he intends to grow its gender neutral line of denim products because there’s "consumer appetite for that."CEO Chip Bergh shook off any fears of a Bud Light-type backlash against his 170-year-old company as he revealed the the Socialist paradise of San Francisco
...where God struck dead Anton LaVey, home of the Sydney Ducks, ruled by Vigilance Committee from 1859 through 1867, reliably and volubly Democrat since 1964...
-based brand is "slowly" building out unisex clothing options.
"We know that some women buy some men’s products and some men buy women’s products. We know that that goes on, we’ve got the research and the data to show it," Bergh said during an Axios BFD event in San Francisco on Wednesday.
Bergh, sporting a denim-on-denim look, promoted Levi’s gender neutral efforts in response to a question that referenced "Bud Light’s recent marketing stunt."
"How do you market products in a world where people are more aware of their gender identities?" asked moderator Hope King, Axios’s senior business news hound, according to Mail Online.
King also referenced "a recent study" that revealed "about 1% of adults currently describe themselves as transgender, non-binary, non-conforming (or) gender fluid."
The 65-year-old Levi’s CEO didn’t address the Bud Light controversy, but instead shared that Levi’s "actually has a gender neutral line."
| Meh. Levis started when they made poorly fitted, hard wearing work wear, worn primarily by men who had most of the dirty jobs, but also by women doing farm work and such at need. When I was a girl we middle class females picked up the style, helping it adjust to more rounded anatomies by putting the things on wet and letting them stretch and dry into shape, and taking tucks in waistbands as necessary to fix the gap. Then different brands came to specialize in different body shapes — Calvin Klein requires particularly unmuscular glutes, for instance. Now Levis is parading reversion to its original single bad fit for all, after having gone too far into various shapes and styles? Their original virtue was as clothing for the common, working person... now they want to be seen as catering to the 1% of the market that is both neurotic and deliberately, unattractively unstylish? Welcome to market oblivion, guys — the Harvard Business School case study will be fascinating. |