Levi Strauss CEO Chip Bergh had his work cut out for him when he took over the struggling blue jeans brand in 2011. But the former P&G brand expert saw the 166-year-old company as his ultimate challenge.
"The credit agencies were telling us we were too concentrated," Bergh said.
Bergh said one of the problems he had to reverse was a focus on sales of women's jeans exclusively when shopping data shows that five tops are sold for every bottom. After 15 of the 60 interviews, Bergh said it was clear what the biggest worry was: "I didn't need to do the next 45. It was clear; the big picture was that we would walk away from our values."
Among the investor community, ahead of the initial public offering that Bergh oversaw earlier this year, the biggest fear was on the flip side — that values would get in the way of profits. Bergh made it clear to investors that the company would not be reticent to take a stand on important social issues, such as Deferred Action for Childhood Arrivals .
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