The distribution of Levi’s Jeans sales has been completely turned upside down by Covid-19. In 2019, the share of resellers and brands reached 56% of sales. By June 30th, 2020, this fell to 52%. In the long term, this trend will only accelerate, predicts Harmit Singh, its financial director at the WSJ. Tempted by direct-to-consumer, the brand wants to make its network the pivot of a digital expansion. The 200 units in the U.S.A. are already being converted to micro-centres for storage and shipping.
“During the lockdown, we delivered to customers directly from our stores – 30% of all our e-commerce activities in the U.S. in May – rather than from distribution centres, which we had never done before”. 80% of U.S. stores are equipped with curbside pick-up points. 40 stores offer click & collect. Levi’s launched a remote concierge service. “A customer can make individual appointments with a virtual assistant,” says Harmit Singh.