Global Icon Teams Up with Legendary Denim Brand to Revamp Image
In a bold move to revitalize its brand, Levi Strauss & Co. has joined forces with international superstar Beyoncé. The announcement comes on the heels of the company’s third-quarter earnings report, which left investors feeling underwhelmed. The partnership is expected to inject new life into the denim manufacturer’s growth strategy, particularly in the women’s segment, which has seen an 11% increase in the past quarter.
Beyoncé, known for her empowering message and commitment to female empowerment, aligns perfectly with Levi’s values. The brand’s CFO, Harmit Singh, expressed his excitement about the collaboration, stating that it’s a “win-win” for both parties. The partnership is expected to drive consumer appeal, especially among women, who currently make up just over a third of Levi’s business.
As part of the campaign, Beyoncé took to Instagram to share a series of stylish photos and videos showcasing her wearing Levi’s denim and a classic 10-gallon hat at a laundromat. The captions, “Give you these Blues, it’s in my Genes” and “Give you high fashion with a simple white tee,” have already generated significant buzz.
Levi’s CEO, Michelle Gass, revealed that the brand is shifting its focus from being a primarily denim bottoms brand to a comprehensive “head-to-toe denim lifestyle brand.” To achieve this, the company is accelerating its product pipeline for denim, yoga, and tops. Singh emphasized the importance of expanding the brand’s offerings, stating, “We want to get this [tops] business to be much higher… We sell right now, I think, three bottoms to a top.”
With Beyoncé on board, Levi’s is poised to make a significant impact in the fashion world and drive growth in the women’s segment. As the brand continues to evolve, one thing is certain – this partnership is a game-changer.
Leave a Reply