...By Gift BADEWO for TDPel Media.
Levi Strauss & Co CEO Highlights Consumer Demand for Gender Neutral Clothing
The CEO of Levi Strauss & Co, Chip Bergh, has acknowledged the growing consumer interest in gender neutral clothing.
The company has been working on developing gender fluid garments under Bergh’s leadership.
The discussion arose in the context of a recent controversial marketing campaign involving Bud Light and trans influencer Dylan Mulvaney, prompting Bergh to emphasize the presence of a consumer appetite for gender neutral fashion based on data collected by Levi’s.
The Rise of Gender Neutral Line
Bergh revealed that Levi’s already offers a gender neutral line, albeit a small collection.
The company has observed that both men and women are purchasing products from the opposite gender’s sections, indicating a changing trend in consumer preferences.
Levi’s intends to expand its gender neutral offerings to meet the demand.
Navigating Marketing in a Gender-Aware World
During a panel discussion, the moderator raised the question of marketing products in a society where people have a heightened awareness of their gender identities.
In response, Bergh emphasized that Levi’s has already established a gender neutral line and acknowledged the need for marketing strategies that cater to diverse gender identities.
Public Response and Company Approach
Levi’s has actively promoted customers shopping in the sections that best suit their preferences for the past six years.
In February 2017, the company released its Line 8 collection, initially targeting menswear but later expanding to include women’s clothing.
The collection marked the addition of truly gender-neutral attire, moving beyond simply modifying masculine styles with feminine touches.
Embracing Unisex Styles
During the COVID-19 pandemic, Levi’s highlighted the shift towards unisex styles that accommodate non-binary, female, and male bodies.
The company emphasized the importance of self-expression and wearing clothes that resonate with individuals’ true selves.
Levi’s recognized the long-standing trend of women wearing men’s jeans and embraced the concept of gender-fluid fashion.
Bergh’s Social Justice Stances
Chip Bergh, as CEO, has been vocal about various social justice issues, including gun laws, voting rights, and climate change.
He has criticized Georgia’s voting legislation and advocated for fair and equal access to the polls.
Bergh has also expressed concerns about gun violence and has taken a stand against firearms in Levi’s stores.
Furthermore, he has called for accelerated action to address climate change.
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