Levi’s and Its Strategic Approach to Business

On March 14th, students of the Rome Business School had the unique opportunity to participate in an exclusive event with Fabio Brunello, Vice President of Merchandise Planning & Inventory Management Europe at Levi Strauss & Co.

The event was a rare occasion to learn directly from a key figure of one of the most iconic global brands in the fashion and retail industry.

Levi’s: An Icon of Denim and Fashion

Founded in 1850 by Levi Strauss, a Bavarian immigrant, Levi’s revolutionized the fashion world with the invention of jeans—a product that has become a symbol of resilience, style, and innovation. Over time, the brand has evolved while staying true to its roots, adapting to changing market demands and maintaining its leadership in the denim sector. Today, Levi’s is a global symbol of authenticity and popular culture, with around 500 stores worldwide and a presence in over 100 countries. The brand’s commitment to sustainability and quality continues to define it, going far beyond workwear to become an emblem of individual expression.

Fabio Brunello’s Role at Levi Strauss & Co.

Within Levi Strauss & Co., Fabio Brunello serves as Vice President of Merchandise Planning & Inventory Management for Europe. In this leadership role, he is responsible for merchandise planning and inventory management, a key function for the company’s success. His work involves overseeing the entire product lifecycle—from design to production, distribution, and returns management. Brunello ensures that the right products are available at the right time and place, optimizing assortments for different sales points and customer needs. His strategic, data-driven vision emphasizes efficiency, sustainability, and customer satisfaction. In short, Brunello plays a crucial role in managing Levi’s supply chain in Europe, driving brand performance and growth.

During the event, Brunello shared a particularly interesting strategic concept: his distinctive business approach, which differs from Kotler’s traditional “4 Ps.” His version focuses on key aspects that go beyond traditional marketing, aiming to drive business success in a more sustainable and forward-thinking way. These are:

• People: Placing people at the heart of the business strategy, fostering an inclusive and motivating environment for employees, and creating a strong connection with consumers.
• Planet: Committing to sustainability by reducing environmental impact, adopting eco-friendly practices, and embracing responsible production approaches.
• Purpose: Having a purpose beyond profit by engaging in inclusivity and equality initiatives and promoting positive change.
• Performance: Focusing on business performance by continuously improving operational efficiency and ensuring solid and sustainable growth.

Key Skills for Business Success

The event also highlighted essential skills for success in the business world, which can be valuable for students aspiring to a career in the field. Brunello emphasized the following key competencies:

• Data Analysis: The ability to collect, interpret, and utilize data is fundamental for making informed decisions. Students should be able to critically analyze data and use it to optimize business operations.
• Product Knowledge: Understanding the product in depth is essential for creating value. Students should gain a thorough knowledge of the industry they wish to enter, studying products, their lifecycle, and their market impact.
• Cross-Functional Collaboration: Working effectively with other teams and departments is crucial for achieving common goals. Students should learn to communicate and collaborate efficiently, respecting different perspectives and fostering cooperation across business functions.
• Business Understanding: Having a strategic vision of the company and the market is fundamental. Students should strive to understand how different business functions interconnect to achieve shared objectives and how to adapt to dynamic market changes.

The meeting with Fabio Brunello provided Rome Business School students with a comprehensive overview of the business world and strategic management in a global company like Levi Strauss & Co. The key lessons—ranging from data analysis to sustainability, cross-functional collaboration to business vision—are essential for tackling the challenges of the professional world. Students were inspired to develop critical skills that will help them become professionals capable of meeting market demands and contributing to business growth in a sustainable and innovative way.