"I will not rest until Levi's is back to its glory days"
Levi's was the quintessential dominant American jeans wear brand in the late 1990s. The brand, credited with inventing denim, commanded a premium and the market lapped up whatever it had to offer. Then came what its global President and CEO Charles V. Bergh, or Chip Bergh, calls the lost generation the young and restless who cared less about legacy and more about style and comfort. As baggy and yoga pants came in vogue, Levi's lost its touch, most palpably with women buyers. After taking over in 2011, Bergh has successfully stemmed the decline, but the turnaround is still in progress. Speaking to BT's Sumant Banerji, Bergh outlines his ambition and how India will play a major role for Levi's.
Q: When you joined Levi's in 2011, the brand had eroded and seemed out of sync with the market. You are credited for getting it back on track. How far have you been
