Levi' S Tries To Reverse Sales Slump To Launch Yoga Pants Series.

Although Levi's Levi's is still the largest in the world cowboy Brand, but in recent years, the brand has lost its advantages at the low price Gap, Old Navy, Uniqlo UNIQLO and other fast fashion and cheap brand competitors. In addition, the global movement and the cowboy are no longer the single products in the front of the trend, and the group's sales continued to decline.

Reversing sales decline and adapting to the current trend of movement, American cowboys Clothes & Accessories Brand group Levi Strauss & Co. will launch more flexible and yoga pants for women's brand jeans Levi's Strauss. Apart from that, the brand will also introduce retro series and more accessories to improve the group's impact on the whole cowboy industry downturn.

In the two quarter of May 31, 2015, Levi Strauss & Co. income fell 6%, from 1 billion 81 million 800 thousand US dollars in the same period last year to 1 billion 12 million 200 thousand US dollars, and 1% growth rate at fixed exchange rate; net profit rose 2%, from 11 million 458 thousand US dollars in the same period last year to 11 million 691 thousand US dollars; as a result of increasing investment in advertising and direct investment channels, the adjusted EBIT fell sharply 32%, from 93 million dollars in the same period last year to 63 million dollars.

According to NPD data from the Research Institute, the sales of American cowboy industry decreased by 5% in the year to May 2015, but the consumption of younger consumers increased by 2% at the age of 18-34. According to Euromonitor Europe information consulting company, the global cowboy industry will grow to 143 billion US dollars in the next 5 years, which is 102 billion US dollars in 2014. The growth is mainly driven by the developing market, though the cowboy market is only 1/3 of the sports market.

It is precisely because young people are more inclined to Jeans Levi's Levi's is more flexible and stretches. Its tight fitting cone jeans are also mainly for these consumers. James Curleigh claims that jeans are only about 6% of the wardrobe, and there is still room for improvement.

Levi's James brand President James Curleigh told Reuters that despite the current multi category development, jeans will remain the core product. Sales of other categories including branded shoes, shoes, belts, socks and other categories of sales are faster than jeans, but the share is still basically maintained at 20%.