How Levi Strauss Europe guided employees through a major turnaround

Wendy Deyell, Director Corporate Communications at Levi Strauss & Company, shared insights into the challenges the organisation faced in the late 1990s/ early 21st century and how it had taken steps to reclaim its market position.

In an open and relaxed roundtable discussion, Wendy outlined the mistakes that Levi's had made in remaining inward focused and taking its leadership position for granted. She explained how the influx of new jeans brands and changing consumer purchasing patterns had hit the company unprepared and how they have had to learn the hard way, underscoring the crucial importance of monitoring and research in order to anticipate trends and emerging opportunities.

She laid stress on the importance of the Levi's brand and heritage in rebuilding its image and attracting customers, and spoke of the greater prominence given to design in the company as it worked to rebuild its image and market share.

The impact on staff during the process was an area that she elaborated, stressing the importance of leadership from the top and of the roll out of an employee engagement programme throughout the organization that served to unite people behind the brand and the company. The vision seems to have paid off, as the most recent employee survey recorded response rates of 80%+.

In the discussion that ensued, the group shared insights into their own purchasing habits and brand loyalties as well as the rapidly changing face of the retail sector.

IABC director Ilze Raath thanked the speaker for her time and drew the event to a close.