‘There’s only so much you can absorb from the tariffs, because they’re just very high’: Levi’s CEO states the plain truth

Core Insights - The global fashion industry is facing significant challenges in 2026, primarily due to geopolitical instability, macroeconomic uncertainty, and high U.S. tariffs, which have become the top concern for executives [1][2] Industry Overview - U.S. tariffs on apparel and footwear imports surged from approximately 13% in early 2025 to 54% after government announcements in April, with a mid-October weighted average tariff rate of 36%, significantly above historical norms [2] - 76% of fashion executives believe that responses to trade disruptions and tariffs will be the most critical factor shaping the industry in 2026 [2] Key Trends - The report highlights major issues for 2026, including "tariff turbulence" and emerging shopper preferences such as a focus on resale, wellbeing in purchases, and the influence of artificial intelligence [3] Company Strategies - Brands are adjusting pricing, shifting sourcing, and improving efficiency to mitigate tariff impacts, with larger suppliers optimizing operations and smaller players facing increased pressure [5] - Levi Strauss & Co. has adopted a strategic tariff playbook, leveraging its international business (60% of sales) to reduce tariff burdens compared to domestic competitors [6] - Levi's pricing strategy includes targeted price increases, reduced discounts, and pricing for innovation, with 55% of executives expecting further price hikes in 2026 due to tariffs [6][9] Operational Adjustments - Levi's is focusing on internal operational improvements, streamlining business processes, and reducing inventory complexity, increasing product commonality across global stores from less than 10% to about 40% [9] - The company reported a 7% year-on-year increase in quarterly sales in October 2025, marking its fourth consecutive quarter of high-single-digit growth [9] Sourcing and Supplier Relationships - 35% of executives in the industry plan to shift sourcing to markets with more favorable trade agreements, emphasizing the importance of strategic supplier partnerships for agility in a volatile trade environment [10]