Levi-Strauss has made sweeping changes to its European operations as it looks to consolidate its premium repositioning and make gains in the lucrative women’s market. The denim brand has also announced a replacement for European marketing director Sue Chidler and promoted brand president Kenny Wilson to a sales-based role.
The European organisation will be divided into two separate divisions, Levi’s Marketing and Levi’s Product, which will run across three clothing brands: Levi’s, Dockers and mass-market brand Signature. Retail will become a separate function working alongside the commercial operations group, which is responsible for wholesale, and retail sales and operations across five key European markets.
Chidler, who left to go freelance (MW June 16), has been replaced by Mariano Dima, who joined the company four months ago as European field marketing director. Wilson will move from his role as Levi’s brand president to senior vice-president of European commercial operations.
A company spokesman says Levi-Strauss Europe president Paul Mason made the changes to increase the focus on womenswear and re-establish the main brand as a “premium product”.
“Womenswear is something we need to work on,” he admits. “Historically we are a men’s brand, but this is something we are seriously looking to change.”