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Levi’s says ‘everyone has a new dimension,’ as shoppers return to stores during coronavirus pandemic


Levi’s garments are seen on a retailer shelf in Miami, Florida.

Joe Raedle | Getty Images

Some have joked that the “Freshman 15” is now the “Quarantine 15,” as dwelling on lockdown encourages some to snack extra on bread and baked items, and exercise much less. 

And the enduring denim maker Levi Strauss & Co. is seeing that may truly be the case. 

As retailers slowly reopen during the coronavirus pandemic and shoppers return to stores, “everybody has a new size,” Marc Rosen, govt vice chairman and president of Levi Strauss’ Americas division, mentioned in a Wednesday cellphone interview. “Consumers are commenting they really appreciate fitting rooms being open.” 

Levi’s as of final week had about 35% of its stores within the U.S. again open, in accordance to Rosen, with queues of individuals forming outdoors some. (It is limiting capability in its retailers in the meanwhile.) 

“The consumers who come back, when they do come back, they have an intent to buy,” Rosen defined. “They know they want to buy something. And they are also buying more.” 

Unlike some retailers which have opted to maintain all of their becoming rooms closed as they reopen, at the very least for now, Levi’s is leaving each different dressing room open to be used and is cleansing every house after it’s used, Rosen mentioned. The firm can also be holding merchandise that’s tried on and never bought for 24 hours, and holding returned items for 72 hours, earlier than placing them again on the ground, he mentioned. There are nonetheless issues that the Covid-19 virus can linger on supplies such as materials, which is why many firms are placing comparable insurance policies in place. 

If customers are certainly altering sizes — both sizing up or down — that might imply excellent news for attire firms popping out of this disaster. Closets will want to be replenished. 

Already, attire retailers American Eagle Outfitters and Abercrombie & Fitch have mentioned gross sales in reopened stores are hitting 95% and 80%, respectively, in contrast with regular ranges. 

According to a monitoring by Cowen & Co., visitors to attire stores within the U.S. was down 80.6% during the ultimate week of May in contrast with a 12 months in the past, enhancing from the 88.5% decline the week earlier than. 

“Warmer weather is spanning much of the country, allowing consumers to extend their mostly homebound routines to the outdoors, and expanding their apparel needs beyond comfort and above-the-keyboard dressing,” mentioned Maria Rugolo, an attire analyst at The NPD Group. 

“Needs and behaviors will continue to shift with each phase of the country’s reopening and crisis recovery, but it is encouraging to see the consumer demonstrating an interest in adding to their wardrobe,” she mentioned, referring to better-than-expected outcomes for the trade at the beginning of May. 

Levi shares have been not too long ago up about 8% Wednesday afternoon. The inventory is down roughly 19% year-to-date. Levi has a market cap of $6.1 billion. 



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