Levi&#39, S, Who Has Been In Trouble For Over 20 Years, Is Back On Track.

Under the leadership of chief executive Chip Bergh, he has been in trouble for more than 20 years.

Start to get back on track.

According to the world clothing shoes and hats net, the United States

Group Levi Strauss formally submitted the IPO document on the New York Stock Exchange on Wednesday. It will make an IPO with the "LEVI" as the stock code, and plan to raise $100 million, but no other important details have been published, including the expected number of shares to be sold publicly.

If IPO is approved, this will be the second time listing of Levi Strauss group after 48 years.

In 1971, Levi's, the "originator" of jeans, which was popular all over the world due to the popularity of tooling culture, decided to go public.

Trying to meet the needs of all people and launched a non cowboy business, resulting in declining profitability of the group, and eventually the Strauss family descendants of the Haas family in 1984 with a $1 billion 700 million leveraged buyout to privatize the company, until last November, it also hired Morgan Stanley, Goldman Sachs Group and J.P. Morgan Securities to prepare for the re IPO related matters.

It is reported that after the listing of Levi Strauss group, the Haas family still holds the main controlling power of the group. Analysts believe that this will pose a risk to other shareholders. "This means that the Haas family will continue to hold the decision-making power of the brand, which will limit the development of the group to a certain extent."

Levi's was founded in 1853 by Jewish businessman Levi Strauss. It originally made canvas overalls, and then registered the patent studs on the button buttons jeans produced in 1873, marking the birth of the first jeans LEVI'S 501. In 1970 almost every teenager in the United States had a pair of Levi's jeans.

After 166 years of development, Levi Strauss group owns jeans brand Levi's, leisure brand Dockers, low-end brand Signature by Levi Strauss Co. and Denizen based on wholesale channels.

In the fiscal year ending November 25th last year, Levi Strauss Group sales rose 14% to 5 billion 600 million US dollars, and net profit was 285 million US dollars in the previous year.

In its earnings report, the group stressed that its annual revenue of over $5 billion was in 1999.

Among them, the group's direct retail sales increased by 18% over the same period, while wholesale channel sales increased by 11% over the same period last year.

During the reporting period, sales of Levi's in the US market increased by 10% to $3 billion 42 million, while sales in the European market rose 20.8% to 1 billion 362 million US dollars in the same period last year, and sales increased 8.2% to 886 million US dollars in the Asian market including China.

As of the end of the reporting period, the group has about 3000 outlets in more than 110 countries worldwide.

In the process of Levi 's regain its market competitiveness, Chip Bergh, the CEO of Procter & Gamble, has contributed.

Chip Bergh joined Levi Strauss in 2011, then led Levi's to expand women's and high-end products on the basis of existing products, and made global arrangements. In the past 10 years, group sales increased by $800 million, and liabilities were reduced by more than half to $1 billion 50 million.

Chip Bergh said in its earnings report that his mission is to make Levi Strauss group the best clothing group in the world. In 2018, the group returned to its annual revenue of 5 billion dollars. The club benefited mainly from the development of new categories, the expansion of business scope of direct retail channels and the improvement of global consumer interaction.

Chip Bergh emphasized that the Chinese market has always been the top priority of the group's development strategy. At present, only 5% of the sales volume of the brand comes from China, compared with the market share of 20% of its global apparel market.

Driven by the launch of a joint partnership with other brands or designers, the rising trend of fashion is also the key to Levi's's re acquisition of young consumers.

It is reported that Levi's x Air Jordan 4 shoes series has just become the shortcut choice for the top ten sneakers in 2018.

In February 27th last year, the Levi's brand formally launched the F.L.X. project, which aims to shorten the production cycle of the jeans garment by upgrading the manual garment and automating the cowboy garment process, so as to maximize the supply chain's quick response and sustainable development.

Levi's ranked 111st in the list of the top 500 global brands in 2018.

According to the 2018 annual "American consumer favorite brand" list released by Morning Consult in May, Levi's is the only fashion brand selected, and consumers have a 71.9 degree of interest.

Chip Bergh believes that the scarcity sense created by cooperation with brands such as Supreme and Off-White is one of the main factors to get consumers to respond positively, and also creates a hot topic for brands.

However, Chip Bergh has been drawing the line between Levi's and fast fashion. He once said that a distinctive and quality brand can win the favor and recognition of the Millennials.

As of press release, Levi Strauss has not yet responded to IPO again. Chip Bergh said at the end of last year, "when the brand is successful, the biggest risk is complacency. In the future, Levi's will have more changes to look forward to."

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