When Chip Bergh assumed the role of CEO at Levi Strauss & Co., he was faced with the formidable task of reviving a brand that had seen better days. His candid insights on Wharton’s Marketing Matters Podcast shed light on the roadmap for the brand’s resurgence, emphasizing authenticity, social responsibility, and strategic marketing.
Under Bergh’s guidance, Levi’s was not merely revived; it was completely transformed. He understood that the brand needed to reconnect with its origins in order to move forward. Bergh explained, “And my whole hypothesis was that if we could make the brand what it was when I was a child. That would turn the brand around and subsequently turn the company around as well, given that the brand accounts for 85% of the company’s revenues.” This approach was not about dwelling in the past but leveraging Levi’s storied history to rekindle its relevance in the present.
One of Bergh’s most commendable qualities as a leader was his willingness to take a stand on pressing social issues, recognizing the influence wielded by a brand like Levi’s. He remarked, “This is not about me. This is about the power of our platform and the role of CEO at Levi’s… it is about the halo effect it has on the brand. And it must align with the brand’s essence.” Through initiatives addressing gun violence and sustainability, Bergh positioned Levi’s as a brand guided by principles and actions.
Navigating Change with Grace
Discussing his departure and the transition to new leadership, Bergh reflected on the importance of timing and succession planning, stating, “I’m 66 and it has been an incredible journey… leadership changes at the top… I still had the energy and stamina. I believe I could have continued in this role for another 4 or 5 years perhaps. However… we had an exceptional successor whom I brought into the company.” This mindset exemplifies his forward-thinking and responsible leadership style.
Revitalizing Levi’s brand image was paramount for Bergh. He understood that in order to regain cultural significance, Levi’s needed to once again capture attention in the marketplace. “To put the brand back at the center of culture we had to resume marketing activities. And to do so, we had to improve our financial standing,” shared Bergh. His strategic approach yielded remarkable results, catapulting Levi’s back into the spotlight.
The Levi’s Lifestyle
Bergh’s connection to Levi’s is deeply personal, much like the stories shared by countless others who embrace the brand. He poignantly noted, “You may wear other jeans, but you live in Levi’s… it is about living your life in Levi’s and that became the core idea behind our advertising.” This sentiment encapsulates the essence of Levi’s appeal — it goes beyond mere clothing; it is a trusted companion through life’s moments.
Chip Bergh’s narrative is one of reflection, strategic acumen, and a profound understanding of what makes Levi’s unique. Through his words, we gain valuable insights into the intricacies of revitalizing a heritage brand and the crucial role played by bold yet considerate leadership. As Levi Strauss & Co. forges ahead into the future, Bergh’s legacy of innovation, empathy, and integrity will undoubtedly continue to shape its path.
