Levi's saves itself with e-commerce — now it wants your old jeans for "Recommerce"

Sapphire and faded jeans... Levi's didn't quite get its dreams last quarter, but it did offset big corona losses with a profit-boosting 52% surge in e-commerce. Digital sales made up 1/4th of the denim icon's revenue (vs. just ~1/10th last year). Total sales still fell 27%, but Levi's stock popped after earnings on the positive momentum. Also:

• Women’s apparel surprisingly thrived, making up 37% of total sales, up almost double from 2015. Brand ambassadors like Hailey Bieber have been keeping Levi’s well-dressed (not distressed).

Jeanius idea... Levi's just launched a "recommerce" site for second-hand jeans/jackets. You drop off your old Levi's at a store in exchange for a gift card. Levi's cleans and sells them, and the lucky buyer doesn’t have to dig through flea market bins for that Insta-perfect pair. While this could threaten demand for new jeans, it's actually a win-win:

• Bankable: According to Levi's, 60% of Gen Z consumers shop second-hand. Levi's can cater to them without the extra cost of making more clothes. That way Levi's gets paid instead of Poshmark.
• Green: If everybody bought one item used instead of new, we’d save 449M pounds of waste/year, Levi's says. Denim recycling is the perfect fit to boost Levi’s rugged, sustainable image (#neverwashthem).