Levi 'S Will Open 70 New Women'S Clothing Stores And Strive For The Millennial Generation.

In the 2015 earnings report, it can be found that the profit of Levi 's has slipped. In 2016, Levi' s will be committed to the millennial generation and will open 70 new women's clothing stores everywhere.

According to the fourth quarter and 2015 fiscal year results released by the group, by the end of November 29, 2015, the group's net income in the fourth quarter fell 7%, down 5% throughout the year.

Affected by the negative exchange rate, the group's net income in the fourth quarter was US $85 million, and it was US $312 million for the whole year.

On a fixed exchange rate, quarterly net income fell by 1%, rising by 1% throughout the year, mainly driven by the performance of Europe and Asia.

In recent years,

It seems that we have lost the magic to attract young consumers and sell poorly in all regions.

According to relevant data, the group's sales fell from 7 billion 100 million US dollars in 1996 to US $4 billion 100 million in 2001.

At present, the group's sales volume is about 4 billion 500 million US dollars.

Chip Bergh, chairman and chief executive officer of Levi s, believes that the brand is returning to the right track and becoming a "cultural center" for young consumers.

Today, the group has received huge investment returns.

With the popularity of Athleisure sportswear, jeans industry has been under pressure for a long time, and has been considered to be out of fashion.

But Levi s group's innovation in comfort and elasticity creates the fabric that women have been looking for, which is full of elasticity and comfort, giving them fashionable elements and soft touch clothing.

The Group believes that Athleisure sportswear is a trend.

Since last July, Levi 's has launched a new brand.

After the series, its business has recorded double-digit growth.

The performance of the Levi 's group shows more about the development of women's jeans market. Perhaps women are tired of sports tights and jogging pants, and the positive feedback from consumers on the new women's clothing series is likely to further promote the development of this category.

But compared to men's clothing business, Levi 's group women's clothing business is relatively slow development, compared with most brands are quite different results.

For most brands, women's clothing business usually accounts for 2/3, while men's business is about 1/3 of women's clothing business.

Levi 's group will accelerate the development of women's clothing business, aiming to grow faster than men's wear business.

By the Americas, Europe and Asia, the Americas account for 60% of the total business, of which the United States has been the largest market and the most important business of the group.

The region is mainly dependent on wholesale businesses, especially the larger wholesalers.

In the past 12-24 months, the region has become the most challenging market, and some of its wholesalers have been more difficult.

According to the data, there are hundreds of outlet stores in the region, and there are about 35 main stores.

As of last November, Europe and Asia have been growing steadily, mainly driven by the retail network.

Asia focuses on retail business, which accounts for 75% of retail business.

In the future, Indonesia will continue to develop part of its business in Indonesia, which is one of the most populous countries in the world.

As time goes on, the area will increase significantly.

about

The strategy, Levi 's group, pfers more marketing power to the digital domain, including creating Levi' s Stadium, and is closer to young consumers through music, entertainment and sports.

For the 2016 development, Levi 's group plans to open more outlet stores and main store.

The group opened 91 new stores worldwide in fiscal year 2015, and will open 60-70 new stores this year.