Levi’s Embraces Brand History
From：Taiwan Trade Center Chicago
After struggling against the new athleisure trend and fast fashion brands, Levi Strauss is having a renaissance moment. Levi’s gained fame as being the first denim brand and is today using it’s 165 year history as a way of standing out in a crowded fashion marketplace. US sales over the past year have increased 5% a return after several years of decline. Reacting to customers preference for comfort, Levi’s has introduced more stretch materials to it’s denim and offered a more diverse range of styles. Still these changes are not enough in an age where customers are spending less on clothes and more on technology and experiences. In light of these changes Levi’s is highlighting it’s storied history and implanting the idea that customers are buying a part of that history with their purchase. Millennial and Gen Z shoppers value authenticity more than anything. While younger shoppers are having fewer pieces in their closets, they expect the items they place their to be versatile, authentic and have lasting value. Attributes that Levi’s has chosen to highlight and so far the results seem to be effective.