Levi Strauss CEO Chip Bergh is optimistic tone for the iconic jeans manufacturer post-COVID-19 pandemic, given the company’s underlying financial condition. Due to the shutdowns, Levi Strauss is taking steps to prepare for the future by repatriating struggling franchises, upgrading locations and picking up new employees in a hobbled job market. Levi Strauss is also using current consumer habits in China, where the disease originated in the Hubei province, as a model for how to resume business in the United States when given the all-clear.

The brand has focused on building out its direct-to-consumer business, which is vital in a world where department stores are closing down in droves. Levi Strauss’ direct-to-consumer operations account for more than 40 per cent of uts total business, up from 30 per cent five years ago. It’s met by other brands like Nike who have been cutting out the middle man by building their own storefronts and online outfits to reach consumers.