Levi's CEO on Using TikTok to Reach Consumers

The transcript covers several topics, starting with the potential sale of TikTok due to national security concerns and its impact on advertising strategies. It then discusses the Facebook ad boycott, the progress made by Facebook, and the decision to resume advertising. The conversation shifts to the reopening of a major store in Wuhan, China, highlighting innovative strategies and lessons learned during the COVID-19 pandemic. Finally, it explores advancements in denim technology, focusing on digitization and AI integration in the industry.

What was the main reason for TikTok's potential sale to a US buyer?

• Competition with other platforms

• Financial instability

• National security concerns

• Lack of user engagement

How did the company view its digital strategy in reaching Gen Z consumers?

• As a minor part of their strategy

• As a holistic and confident approach

• As a temporary measure

• As a traditional marketing method

What was the company's initial stance on Facebook's promises during the ad boycott?

• Indifferent

• Skeptical due to lack of evidence

• Fully supportive

• Very optimistic

What innovative strategy was piloted in Wuhan to adapt to the pandemic?

• Discounted pricing

• Extended store hours

• Home delivery service

• Buy online, pick up curbside

What role does AI play in the company's denim manufacturing process?

• It designs new denim styles

• It handles customer service

• It automates the finishing process

• It manages inventory

What is one of the company's top priorities in transforming its business?

• Expanding retail locations

• Digitizing all internal processes

• Increasing marketing budget

• Reducing product lines

How does the company plan to finish jeans closer to the market?

• By reducing shipping times

• By using lasers in distribution centers

• By outsourcing to local manufacturers

• By increasing production speed