Sozzi: Here's How Levi's Can Win Back Customers

Brian Sozzi of Belus Capital Advisors discussed the future of Levi Strauss & Co. with brand President James Curleigh and how it is trying to win back female customers.

"Our quest now is to really set ourselves up as a 150-year old startup," according to Curleigh.

Sozzi noted that on Monday “Levi's launched its 501ct line for women and men that updates the well-known 501 brand. It features three different fits -- slim, classic and relaxed -- and comes pre-tapered. As the company points out on its website, after hemming, tapering the leg of the 501 jean in Levi's retail stores and tailor shops is the most requested alteration. So why not give customers that taper from the get-go?”

Levi’s is “showcasing jeans to women that they don't already own” so “it can escape the sluggish sales and price wars that have dominated the industry in recent years.”

Sozzi thought that “what Levi's and VF Corp (NYSE: VFC) are starting to do in denim are reinventing themselves and finally, those innovations are coming to market. I don't believe Levi's will be releasing yoga pants anytime soon, but their plan for 2015 is part more tailored jeans, part premium jeans and part jeans with stretch fabric.”

Image credit: Eigenes Werk, Wikimedia