How Levi’s Stays Cool

A stalwart brand that evokes classic Americana better than most any other, Levi’s has not lost its cool. Unlike Gap, Levi’s — while popularity has ebbed and flowed over the years — remains an iconic American brand that has never really gone out of style. Here are some of the factors that have helped the brand sustain itself.

1. Consistent product quality: Levi’s quality for its signature products hasn’t deteriorated, unlike Gap. That reliability keeps it top of mind for both regular consumers as well as tastemakers. If you want to be synonymous with “classic”, you don’t risk taking actions that may negatively impact the core tenets of your most iconic products. Even if over time, costs increase and margins diminish, it’s important to have a keen understanding of which aspects are off limits. High quality supports the premise that Levi’s is a brand that values its heritage.
2. Stable of time-tested SKUs: The 501s remain. As do the trucker jackets and the denim cut off shorts. Levi’s heritage is top of mind and here to stay. While offering modern versions of these classics, Levi’s maintains the original designs as well, anchoring the brand in its iconic status while building on it. Leaning into the resurgence of altered vintage Levi’s a few years ago as must-haves burnished the appeal of the heritage even more.
3. Fresh marketing: Part of Levi’s marketing strategy is to demonstrate to their target audience how the classics look cool in our here and now. In advertising, the model matters. Hailey Bieber is extremely relevant to Gen Z and while some think she suffers from over-exposure, she’s undoubtedly a strong ambassador for the brand. She’s also popular enough that millennials+ are aware of her which aids the brand’s reach.
4. E-comm prowess: Meeting consumers where they are, Levi’s e-comm and mobile app experience are solid. The imagery is inclusive and the messaging on point. The Secondhand tab promotes sustainability and the Discover tab speaks to Levi’s core values among other exciting developments like the latest drops. Additionally, Levi’s offers free shipping and returns for Red Tab members. You’d think free shipping and returns were table stakes at this point, but many e-comm operations do not offer this. The one miss is that their email marketing would benefit from being more tailored to the recipient.
5. Physical presence: Levi’s brick and mortar presence helps it strengthen its brand. Having full control over the brand experience and offering it around the world gives the brand consistency and breadth. There is an opportunity to deepen the in-store experience by incorporating sensory elements by promoting branded music, scents, and interactive imagery.

Sustained relevancy over the course of more than a century is an enviable feat. Leaning into the trends, defying the trends, staying aloft as trends fade — these challenges are best met by having a strong sense of the brand’s core DNA and staying close to loyal, passionate consumers. Consistent relevance is the reward for knowing who your brand serves, what you mean to them, and staying true to brand values while modernizing for the future.

An opportunity for Levi’s to further strengthen its brand would be to forge more designer collaborations with established, luxury brands along the lines of Converse x Commes Des Garcons. While Ganni and Farm Rio put Levi’s front and center with those into hot of the moment cult labels and celeb collabs like with Naomi Osaka reach the Gen Z audience, for branding purposes more collabs along the lines of what was done with MiuMiu could give it a foothold in the high-end denim market to compete with Agolde, Mother, Frame, etc. These brands enjoy higher price points and appeal to a wealthier demographic, expanding Levi’s brand cachet and mindshare.