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Joyce A. Young, Indiana State University, Chia-An Chao, Indiana State University, Paul W. Clark, Coastal Carolina University
March 10, 2022
For Chip Bergh, CEO of Levi Strauss & Company, the fact that Levi’s own e-commerce sites accounted for only 4% of the company’s net revenues in 2018 was unacceptable (Levi Strauss & Co, 2019). Levi’s overall direct-to-consumer (DTC)...