Work Snapshot: Levi’s + Transformation

Overview: Company: Levi Strauss & Co, EMEA

Role: Regional HR Leader, Northern Europe

In the early 2000’s Levi’s was a a critical point in its history. Revenue and profit numbers were plummeting across its 3 divisions, and the company was facing unprecedented competition from

the likes of Zara, H&M, Gap and others. The UK, one of Levi’s key markets, was significantly under performing and was facing critical cultural and structural challenges in turning the business

around.

Objectives:

• Overhaul the culture into one that fully supported the turnaround of the business.

• Transform the key account and independent sales teams into a more competitive and focused force.

• Strengthen the owned and operated retail business with new leadership.

• Create and implement a new vision and focus to improve sales, service and reputation.

• Refocus all support functions on the retail and sales teams.

Work:

• Designed and introduced a new vision and culture plan for the UK business to align with the revised commercial strategy.

• Redesigned and restructured the sales team, introducing a senior sales director role, and expanding the key accounts team.

• Recruited an entirely new key account team, pulling from both retail, and FMCG businesses to enhance our selling approach.

• Redesigned and restructured the retail operations team to expand seniority and experience in driving growth.

• Implemented a revised organizational design to change hours, benefits and incentives, customer service and distribution roles to focus all efforts on supporting the new sales and retail teams.

• Implemented a “re-induction” program to engage and reinvigorate old and new employees in the new vision and culture plan.

Results:

• Sales increased by 27% in the Key Accounts business and 18% in the Independent Accounts business in the first 6 months following the changes made.

• 68 % increase in customer service satisfaction across all sales accounts.

• Two new retail stores launched exclusively in the UK to include new premium concepts for Levi’s top ranges (RED and Vintage) following a 30% uplift in retail sales.

• 2 RAD Awards (UK Industry) for the re-induction program creative.

• Zero voluntary turnover from employees during and after the restructuring and culture change process.