The 168 years old, world-famous denim brand Levi’s has made history by opening its first owned-and-operated store in Pakistan by women only. It is located in Lahore.
This initiative is worth a lot of applause and appreciation, as due to the COVID-19 pandemic, many people were left jobless and some had to resort to alternative work skills. According to the store’s manager, Maha Butt, this launch is helping people who were most affected.
It is an amazing step taken by the brand, as it breaks the ‘gender-based stereotypes’ and shows that retail can be a rewarding career option for women as well. The World Bank Group, one of the largest funding sources for developing countries, revealed that although women make 48.5% of Pakistan’s population, only 22% are employed. To close this gap, the brand has launched many initiatives to support and encourage women.
Levi’s noted that more work is yet to be done to connect women with employment opportunities. Currently, the company’s workforce includes 14% women. It aims to increase this number to 25% by the end of 2021 and 40% by the end of 2022. It is said that another women-run store will open in Karachi later on.
This step taken by the company is part of its commitment to have better representation. Previously, its diversity report showed that women make 55% of the company’s corporate division, and 58% retail segment. However, the majority of the positions are still filled by men.
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