Levi’s VP global ecommerce on DTC not being a channel strategy, but a consumer one

Leona De Graft, VP of global ecommerce of Levi’s explains how you can “rewire” a 170-year-old denim bottoms brand into a head-to-toe business that works across all retail channels for its loyal customers.
The latest second quarter results from Levi Strauss & Co. highlights a digital switch for the denim giant, with 51 per cent of its net revenue now coming from Direct-to-Consumer (D2C). For De Grant, the bigger shift has been a cultural one.
“I have no doubt when