{"id":2481,"date":"2026-07-09T14:39:30","date_gmt":"2026-07-09T14:39:30","guid":{"rendered":"https:\/\/trustedmovinggroups.com\/?p=2481"},"modified":"2026-07-09T14:39:30","modified_gmt":"2026-07-09T14:39:30","slug":"levis-ceo-michelle-gass-hopes-to-round-up-more-sales-from-women","status":"publish","type":"post","link":"https:\/\/trustedmovinggroups.com\/?p=2481","title":{"rendered":"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women"},"content":{"rendered":"
\n

From the gold miners of the 1840s to Apple CEO Steve Jobs, Levi Strauss has been the denim brand of choice for iconic American entrepreneurs for nearly two centuries \u2014 most of them male. <\/p>\n

Read more Ukrainian drones batter Russian oil facilities and set more oil tankers ablaze<\/a><\/p>\n

The company is now trying to tilt that demographic mix in the opposite direction. If there were one major gap in Levi\u2019s sales portfolio \u2014 and thus a potential source of untapped growth \u2014 it is sales to women, who barely make up 40% of company receipts, CEO Michelle Gass said. <\/p>\n

<\/div>\n

That\u2019s despite more than half the company\u2019s employees being female. Gass, the company\u2019s first-ever female chief executive, said Levi\u2019s is seeking to evolve beyond jeans to become a major force in women\u2019s apparel with items like denim skirts and blouses.<\/p>\n

\u201cWe\u2019re still under-serving the female consumer,\u201d Gass said in an interview for NBC News\u2019 Business in America series. <\/p>\n

\u201cThere\u2019s been so many eras and chapters for Levi\u2019s, and here today, while we\u2019re so in tune and honoring that legacy, we also see a huge chapter ahead of us,\u201d said Gass.<\/p>\n

If Levi\u2019s stock price is an indication, Gass is ushering Levi\u2019s successfully into that next chapter. Since the company announced Gass\u2019s hire in November 2022, Levi\u2019s stock has climbed nearly 50% to more than $23 per share. <\/p>\n

<\/div>\n

Last year, Levi\u2019s raked in $6.4 billion in net sales, its best 12-month stretch since 1997, as athleisure fatigue has given way to the stirrings of a denim revival. On Wednesday, the company reported revenues of $1.56 billion for the second-quarter, beating Wall Street\u2019s expectations and putting it on track to top last year\u2019s annual sales. <\/p>\n

For an apparel brand synonymous with America\u2019s history, Gass is quick to emphasize that today Levi\u2019s is a global brand, with approximately 60% of company sales coming from overseas. <\/p>\n

Alongside a brand partnership with Beyonc\u00e9, who penned a paean to Levi\u2019s on her most recent album, the company has also recruited a Bollywood star and top European and British influencers \u2014 most of them female \u2014 to sport their looks. <\/p>\n

Read more U.S. Olympian David Hearn to be arraigned on charges in Reflecting Pool vandalism case<\/a><\/p>\n

Levi\u2019s also appears to be riding a cresting wave of newfound interest in baggy jeans and denim jackets, especially among Gen Z women. <\/p>\n

\u201cThere\u2019s so much more we can do in this, call it head to toe, always anchored in denim,\u201d Gass said. <\/p>\n

Levi\u2019s is also benefiting from the bifurcation of the economy itself: First-quarter sales of its premium denim line, Blue Tab, were up 40%, while that of its Signature line aimed at lower-income consumers climbed 16% \u2014 though this also reflects the fact that Levi\u2019s possesses a significant customer base of middle and lower income consumers. <\/p>\n

Long tied to the shelves of big-box retailers like Macy\u2019s, Levi\u2019s is now leaning into direct-to-consumer sales by doubling down on standalone stores and investing in its website, including adding an AI shopping agent, Gass said. \u201c<\/p>\n

<\/div>\n

Consumers really do like buying directly from us,\u201d she said. \u201cWhere I get really excited is this is where we can bring the fullest expression of the Levi\u2019s brand, especially now as we move forward to head-to-toe denim lifestyle.\u201d <\/p>\n

That strategy is not without risks, as another iconic American brand has shown: Nike is in the midst of a generational sales funk that now has it on the verge of closing the majority of its flagship stores. <\/p>\n

And as strong as its performance has been, Levi\u2019s stock gains nonetheless trail rivals Abercrombie and Fitch and Gap over the past three years.<\/p>\n

Gass is unbowed.<\/p>\n

\u201cWe\u2019ve never been frozen in time, and it\u2019s always about continuing to evolve, to elevate, and to expand who we are without losing the core of what we represent,\u201d she said.<\/p>\n

Read more Breakthrough made in Sudan investigation, International Criminal Court official says<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Levi\u2019s has a potential source of untapped growth: sales to women, who barely make up 40% of company receipts, CEO Michelle Gass said. <\/p>\n","protected":false},"author":1,"featured_media":2480,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[],"class_list":["post-2481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ceo-interviews"],"yoast_head":"\nLevi\u2019s CEO Michelle Gass hopes to round up more sales from women - Trusted Moving Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trustedmovinggroups.com\/?p=2481\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women - Trusted Moving Group\" \/>\n<meta property=\"og:description\" content=\"Levi\u2019s has a potential source of untapped growth: sales to women, who barely make up 40% of company receipts, CEO Michelle Gass said.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/trustedmovinggroups.com\/?p=2481\" \/>\n<meta property=\"og:site_name\" content=\"Trusted Moving Group\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-09T14:39:30+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/#\\\/schema\\\/person\\\/98cd83efb686ecde03e082abca618eaa\"},\"headline\":\"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women\",\"datePublished\":\"2026-07-09T14:39:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481\"},\"wordCount\":677,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/trustedmovinggroups.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/261e8ff48f6c646b729e1660ef84d639.webp\",\"articleSection\":[\"CEO Interviews\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481\",\"url\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481\",\"name\":\"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women - Trusted Moving Group\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/trustedmovinggroups.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/261e8ff48f6c646b729e1660ef84d639.webp\",\"datePublished\":\"2026-07-09T14:39:30+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/#\\\/schema\\\/person\\\/98cd83efb686ecde03e082abca618eaa\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#primaryimage\",\"url\":\"https:\\\/\\\/trustedmovinggroups.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/261e8ff48f6c646b729e1660ef84d639.webp\",\"contentUrl\":\"https:\\\/\\\/trustedmovinggroups.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/261e8ff48f6c646b729e1660ef84d639.webp\",\"width\":1200,\"height\":630},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?p=2481#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/trustedmovinggroups.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/#website\",\"url\":\"https:\\\/\\\/trustedmovinggroups.com\\\/\",\"name\":\"Trusted Moving Group\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/trustedmovinggroups.com\\\/#\\\/schema\\\/person\\\/98cd83efb686ecde03e082abca618eaa\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"http:\\\/\\\/trustedmovinggroups.com\"],\"url\":\"https:\\\/\\\/trustedmovinggroups.com\\\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women - Trusted Moving Group","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/trustedmovinggroups.com\/?p=2481","og_locale":"en_US","og_type":"article","og_title":"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women - Trusted Moving Group","og_description":"Levi\u2019s has a potential source of untapped growth: sales to women, who barely make up 40% of company receipts, CEO Michelle Gass said.","og_url":"https:\/\/trustedmovinggroups.com\/?p=2481","og_site_name":"Trusted Moving Group","article_published_time":"2026-07-09T14:39:30+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/trustedmovinggroups.com\/?p=2481#article","isPartOf":{"@id":"https:\/\/trustedmovinggroups.com\/?p=2481"},"author":{"name":"admin","@id":"https:\/\/trustedmovinggroups.com\/#\/schema\/person\/98cd83efb686ecde03e082abca618eaa"},"headline":"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women","datePublished":"2026-07-09T14:39:30+00:00","mainEntityOfPage":{"@id":"https:\/\/trustedmovinggroups.com\/?p=2481"},"wordCount":677,"commentCount":0,"image":{"@id":"https:\/\/trustedmovinggroups.com\/?p=2481#primaryimage"},"thumbnailUrl":"https:\/\/trustedmovinggroups.com\/wp-content\/uploads\/2026\/07\/261e8ff48f6c646b729e1660ef84d639.webp","articleSection":["CEO Interviews"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/trustedmovinggroups.com\/?p=2481#respond"]}]},{"@type":"WebPage","@id":"https:\/\/trustedmovinggroups.com\/?p=2481","url":"https:\/\/trustedmovinggroups.com\/?p=2481","name":"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women - Trusted Moving Group","isPartOf":{"@id":"https:\/\/trustedmovinggroups.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/trustedmovinggroups.com\/?p=2481#primaryimage"},"image":{"@id":"https:\/\/trustedmovinggroups.com\/?p=2481#primaryimage"},"thumbnailUrl":"https:\/\/trustedmovinggroups.com\/wp-content\/uploads\/2026\/07\/261e8ff48f6c646b729e1660ef84d639.webp","datePublished":"2026-07-09T14:39:30+00:00","author":{"@id":"https:\/\/trustedmovinggroups.com\/#\/schema\/person\/98cd83efb686ecde03e082abca618eaa"},"breadcrumb":{"@id":"https:\/\/trustedmovinggroups.com\/?p=2481#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/trustedmovinggroups.com\/?p=2481"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/trustedmovinggroups.com\/?p=2481#primaryimage","url":"https:\/\/trustedmovinggroups.com\/wp-content\/uploads\/2026\/07\/261e8ff48f6c646b729e1660ef84d639.webp","contentUrl":"https:\/\/trustedmovinggroups.com\/wp-content\/uploads\/2026\/07\/261e8ff48f6c646b729e1660ef84d639.webp","width":1200,"height":630},{"@type":"BreadcrumbList","@id":"https:\/\/trustedmovinggroups.com\/?p=2481#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/trustedmovinggroups.com\/"},{"@type":"ListItem","position":2,"name":"Levi\u2019s CEO Michelle Gass hopes to round up more sales from women"}]},{"@type":"WebSite","@id":"https:\/\/trustedmovinggroups.com\/#website","url":"https:\/\/trustedmovinggroups.com\/","name":"Trusted Moving Group","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/trustedmovinggroups.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/trustedmovinggroups.com\/#\/schema\/person\/98cd83efb686ecde03e082abca618eaa","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","caption":"admin"},"sameAs":["http:\/\/trustedmovinggroups.com"],"url":"https:\/\/trustedmovinggroups.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=\/wp\/v2\/posts\/2481","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2481"}],"version-history":[{"count":0,"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=\/wp\/v2\/posts\/2481\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=\/wp\/v2\/media\/2480"}],"wp:attachment":[{"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/trustedmovinggroups.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}