• Women’s Wear Daily, Wednesday, April 9, 2008 10:15 AM

John Anderson, Levi Strauss and Co. president/CEO, admits the quintessentially American brand faces a bumpy road but is banking on emerging markets--namely China, India and Russia--as well as the women's sector, for growth over the next three to five years.

Currently the business is relatively evenly split between domestic and international. Eventually, Anderson believes international markets will represent 60% of sales. Still, the U.S. will need to find ways to generate growth in order to drive international expansion. "It's essential that the U.S. business remain strong to us," Anderson says. "It gives us authenticity and legitimacy."

For both the Levi's brand and Dockers, Anderson is pegging the future on improving women's offerings, with the goal of introducing head-to-toe product ranges. The company is also gearing up for a global push with its 501 style in all 110 countries it serves for the fall season. Prices for 501 will be raised to between $30 and $60, up from the current $25 to $35 range.

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