Levi Strauss & Co. is undergoing corporate reinvention led by Michelle Gass, while Athleta challenges Lululemon with a new store format.
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Updated oct 10
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How it started
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What happened
Levi Strauss & Co. is undergoing corporate reinvention led by Michelle Gass, while Athleta challenges Lululemon with a new store format.
Who's involved
What this event is mainly aboutHow it developed
Newest first. Tap a step to see who reported it.- Michelle Gass is leading Levi Strauss & Co.'s growth strategy as the company undergoes corporate reinvention.Sub-event
- Amidst trade war pressures from the Trump administration, Levi Strauss & Co. has appointed Michelle Gass to lead the company, while also engaging in strategic collaborations, including one with Nike.Sub-event
Levi's leadership shifts and Athleta launches a store format challenge against Lululemon.1 source
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The entities involved
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Levi Strauss & Co.
privately held American clothing company
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Athleta
Brazilian-Japanese sportswear company
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Lululemon Athletica
Canadian athletic apparel retailer
Related events
- Rising competition from Nike, Adidas, and Athleta has spooked investors regarding Lululemon's market position.
- Levi Strauss & Co. partners with Macy's for a parade as part of its marketing strategy led by Michelle Gass.
- Heidi O'Neill, a former Nike executive, has been appointed to lead Lululemon operations.
Coverage
Newest first; wire copies grouped- WWDLevi’s Is Taming the Beast of Corporate Reinvention The corporate reinvention is a fickle beast. One can be set off by a new chief executive officer, the passage of time or some retail disaster — sel