To cope with dwindling sales and over-dependence on their distributor’s many brands are strengthening their e-commerce platforms to ensure higher direct sales. Levi Strauss the San Francisco-based denim brand, aims to increase its direct sales to 55 percent.
To achieve this aim the company is strengthening its digital commerce section. It has appointed Jason Gowans a former head of digital commerce for Nordstrom as senior vice president from February 6. He will be reporting directly to Levi Strauss president Michelle Gass.
The new appointment is in line with the five-year growth plan of the group that called for increasing the share of direct-to-consumer revenues to 55 percent in annual sales. As per this strategy, additional investments were planned in online platforms besides enhancing other digital capabilities needed for omni-channel shopping experience for consumers.
The newly named vice president Gowans promised to build on the successful efforts of the current direct-to-consumer team. He said that an iconic Levi Strauss brand already has a huge worldwide following that is using Levi.com. He said the opportunity to grow the sales further is there by focusing on areas where data use can make an impact.
