Levi Strauss & Co. announced that Michelle Gass has assumed the role of president and CEO, as previously disclosed in December. Gass follows Chip Bergh, who served as the company’s president and CEO for the previous 12.5 years. Gass brings extensive retail and omnichannel experience to LS&Co.’s top job and is expected to drive a strategic vision focused on accelerating international growth, positioning the Levi‘s brand as a head-to-toe denim lifestyle apparel business and transitioning LS&Co.’s operating model to a direct-to-consumer -first organization. Gass announced that LS&Co. is expanding its executive leadership team with two immediate appointments, emphasizing the company’s dedication to pivoting fully to a DTC-first, brand-led business model. Levi’s Chief Marketing Officer Kenny Mitchell and newly promoted Chief Merchandising Officer Dawn Vitale will join the executive leadership team, which, under Gass’ leadership, is responsible for setting the company’s overall direction and overseeing all major strategic, financial and operational decisions. In addition, Gass announced the company’s plans to hire a president and chief commercial officer who will join the executive leadership team and be responsible for shaping our global commercial strategy and accelerating growth and profitability for the Levi’s brand. These changes reflect Gass’ commitment to prioritizing growth and a consumer-centric approach throughout LS&Co.
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