In Brief

A Barbell retail strategy of premium and more approachable lines - and respective distribution - is contributing to the brand's growth.

We’ve covered some of Levi’s moves lately – from the ‘Go Forth‘ campaign to the Curve ID line of jeans – due to their creativity and innovation. A recent article in the Wall Street Journal indicates that the company’s collective efforts (not just marketing & advertising) are contributing to its successful business performance; last week, the company reported earning $56 million during its first fiscal quarter, up 17% from a year earlier. Meanwhile, revenue rose 9% to $1.04 billion.

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