- Levi’s Q2 sales fell short of expectations, but earnings displayed an impressive win.
- The direct-to-consumer (DTC) channel thrived, jumping 8% and reaching nearly half of all sales.
- This shift lets Levi’s earn more profit and collect valuable customer data.
- Levi’s prioritizes DTC despite mixed regional results and a cautious consumer market.
- Long-term prospects look good with strategic investments, but investors might want stronger current sales.