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Thank you. McMillan Online Community. From Wonderry, I'm David Brown, and this is Business Wars Daily on this Tuesday, March 5th.

When you've been around for more than a century and a half,

staying hip and cool can be a challenge. That's the conundrum that Levi-Strauss-in company is

facing, as it tries to capture more market share after a rough run. The company, which is probably

best known for its flagship Levi's brand, had big plans five years ago when it went public.

Excited about the future, Levi started spending big on awareness, buying the naming rights to the San Francisco 49ers

stadium, increasing its advertising spending, and investing in a shiny new tagline, live in Levis,

that according to a New York Times report. Then the pandemic shut down so much that we all started wearing stretchy pants. The company's sales were squeezed by competition from the burgeoning athleisure movement. But to its credit, for every challenge, Levi's seemed to have an answer. It started selling loungeware, acquiring the

Beyond Yoga brand four years ago. It began cutting prices to win over inflation-weary customers,

...