Levi’s is launching a new marketing campaign as part of their broader strategy to broaden customer perspectives and purchasing habits. The campaign, led by CMO Kenny Mitchell, builds on the brand’s popular “Live in Levi’s” slogan introduced in 2014 and aims to reflect the denim brand’s spirit of dynamism and progress.
The unique TV campaign involves a group of friends dancing in Levi’s clothing, set to original music by producer and DJ Kaytranada. Furthering their customer engagement, Levi’s has also issued a global casting call requesting shoppers to reenact the dance moves from the ad.
Levi’s is presently experiencing a transitional period, with the venerable company trying to shift consumer attitudes towards their brand and encourage them to shop in different places for their products. Following the brand’s revenue miss and job cuts, Levi’s is prioritizing its direct-to-consumer business both online and in physical stores. The company is striving to increase its share of direct-to-consumer sales to 55% by 2027.
Moreover, the brand is trying to expand its consumer base beyond denim jeans to include tops and jacket offerings such as a $70 denim corset and a $198 denim trench coat. The marketing strategy aims to encourage consumers to adopt the trend of “denim dressing”.
However, Allen Adamson, co-founder and CEO of Metaforce, warns that changing consumer perceptions about a brand’s identity is a daunting task that requires expert creativity and strategic efforts. He highlights the importance of maintaining a balance with the wholesale component of the business model.
As part of future marketing plans, Levi’s aims to spotlight other clothing items in its range much like it has done for its popular items such as Trucker jackets or 501 jeans. If this marketing initiative succeeds, Levi’s hopes to redefine its image and expand its sales. Yet, challenges lie ahead, as the brand is strongly associated with denim jeans in consumer minds.
