Levis Strauss UK stays strong as it boosts female-focused marketing

Levi Strauss UK has filed its accounts for the year to the end of November 2024 and they show turnover and profit rising.

Of course, first of all we have to issue a caveat – the individual company results for a giant multinational organisation aren’t always as indicative of how companies performing in a particular geography as results from firms with a parent company based in that geography might be. But they do nonetheless give us a guide. So let’s look at the figures.

Turnover increased to £96.8 million from £89 million and operating profit rose to £7.8 million from just under £6.3 million. Profit before tax was almost £9.6 million, up from £7.7 million. And final net profit was £7.5 million, up from just under £6.9 million.

It’s also interesting that under the ‘risks’ section in the accounts the company didn’t only mention things like ongoing supply chain disruption and rising labour costs but also the “risk of rising anti-Americanism as a consequence of the Trump Tariffs and governmental policies with consumer preferences possibly shifting away from US products and brands”.

Of course, that’s hypothetical at present and doesn’t seem to be impacting the firm so far.

On the plus side, Levis Strauss said that its brand ambassador Beyoncé, with whom it launched a global marketing campaign in 2024 to last for 12 months, is expected to boost brand awareness and should allow it to reduce promotional activities both online and offline.

It also said the UK market has seen an increased investment in female-focused marketing, which should lead to increase female market share. And the company remains confident overall that its long-term strategy to build brand equity and expand the product portfolio, especially in the under-penetrated female and tops segment, should pay off.