I was sitting next to my wife (hi Ari) last Sunday, I was watching a little bit of football, and Ari was writing her newsletter.
If you didn’t know, Ari writes a brand breakdown every Sunday SIMILAR to the ones I write on Tuesdays here, except in hers she flexes her DTC expertise.
I am NO DTC expert, BUTTT I know a great campaign, partnership, and strategic Marketing move when I see one.
And while she was writing her Sunday send I couldn’t help but snoop. The focus of the entire newsletter was on Levi’s massive pivot to a DTC first business model.
They revamped their site, did a TON of customer research, and are working incredibly hard to shed any inklings of a stale brand. Which got me interested…
Levi’s is an American staple brand, they’ve been around for 170+ years, and are one of the top clothing brands in the WORLD. But what happens when you’re on top?
Everyone is looking to dethrone you. 👑
Over the last decade Levi’s has seen their position in the market come under increased pressure from competitors. More nimble brands building cult-like followings on socials, hitting on trends quicker, and dominating streetwear culture have left the larger Levi’s shuffling in their boots.
Do they sell boots? IDK. Lol.
The pandemic exaggerated already shifting consumer buying behaviors to online shopping. The dominant retail business model of Levi’s wasn’t primed for this shift in consumer behavior.
SOOOOO they’re pivoting and showing EVERYONE HOW they’re doing it.
This pivot all comes down to 3 parts. #1, site experience. #2, product storytelling. #3 influencer partnerships.
Levi’s spent MONTHS with their digital team to improve site speeds by 40% and app launch time by 50% in the last year. That is HUGE.
For context, a three-second site delay will cause a consumer to bounce. THREE. SECONDS.
Step 2 was storytelling. We know their 170 year history as a brand, is that what I mean by storytelling? NO.
They’re investing in product storytelling. Cue the elevated product imagery and videos.
“Levi’s specifically launched head-to-toe imagery for women throughout their site that showcased how they can style their Levi’s pieces.
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Why does this matter? Levi’s is looking to ✨elevate✨ the perception of the denim they’re selling in order to attract a higher income earning consumer in DTC.” – Ari Murray
Stole that bit of expertise from Ari because it was chef’s kiss. 🤌
This move was massive for their add to cart numbers, but was overshadowed by their product highlights additions. Hosting focus groups, empowering customer feedback, Levi’s research saw that customers cared most about 3 features in their jeans: rise, stretch, and leg opening.
Just look at their product page. THEY LISTENED.
There’s a theme of this resurgence from Levi’s? And it goes to the tune of 1:1 feedback from customers and implementing said feedback. A CRAZY CONCEPT ;).
And then the last piece of this turnaround for Levi’s…
Inking a partnership with Beyonce. I mean ALL brands would jump at that opportunity, but it just made sense for Levi’s.
Releasing her debut country album (Cowboy Carter) early this year, Beyonce has been focused on bridging the gap between pop culture and country music. In that album she even released a SONG CALLED Levii’s Jeans, about LEVI’S.
One of the most popular artists on the planet making a song about your brand?? Hundreds of millions of streams later, Beyonce and Levi’s formed an official partnership.
An exclusive pair of Levii’s jeans and a plain white tee that Beyonce is seen wearing in the commercial, this collab crushed.
It was the perfect timing for both parties. Levi’s is looking to reshape their perception in the market towards more of a trendier, styled brand, while Beyonce is looking to claim her stay with the more rugged crossover between pop culture and country (which Levi’s, being an American brand originally built for Cowboys and miners, has down pat).
The alignment was there, and the results were there. Levi’s is taking the back half of 2024 by STORM.
Thank you for the inspo on this one Ari <33333.
