Core Insights - Levi Strauss & Co. is intensifying its focus on luxury denim with the introduction of the "Blue Tab" jeans, priced between $300 and $400, targeting higher-end consumers while maintaining its presence in the mass market [1][3][4] - The Blue Tab collection, which includes shirts and jackets priced up to $800 in Europe, has shown strong performance in initial tests across Asia, Europe, and the US, prompting plans for a larger rollout in 2026 [1][7][11] - The company reported $6.4 billion in sales last year and has experienced high-single-digit growth in recent quarters, with expectations for a strong holiday season [5][14] Product Strategy - The Blue Tab jeans represent Levi's most significant move into the premium market, where growth is surpassing that of the mid-tier denim category [3][4] - The company aims to expand its "addressable market" without neglecting budget-conscious shoppers, maintaining a dual-track strategy that includes both high-end and low-cost products [3][9] Market Positioning - Levi's is leveraging collaborations with high-end designers to enhance its appeal among affluent consumers, which is part of its broader strategy to recover from inflation and trade challenges [11][14] - The company is also exploring future acquisitions to diversify its portfolio beyond denim, following its 2021 acquisition of activewear brand Beyond Yoga for $150 million [15]