CAN BEYONCÉ REVIVE LEVI’S?

Thoughts from our CEO Maurice Bernstein 

The partnership between Beyoncé and Levi Strauss & Co. is generating significant buzz, marking what seems to be “the perfect marketing storm.” With her album "Cowboy Carter" featuring the track "Levii’s Jeans," this collaboration appears natural. Levi's also has historical ties to Beyoncé, dating back to her Destiny’s Child days in the early 2000s. The campaign aims to persuade women to return to the brand, as they currently represent only one-third of Levi’s shoppers; the company hopes to boost that by 50%. However, Levi's has struggled in recent years, particularly with female consumers. According to Particl, all of Levi’s top ten products are menswear, and sales have steadily declined. In 2024, the brand reported $600 million in sales, with only $380 million year-to-date. Partnering with a pop icon could be just the antidote they need.

To execute the plan, Levi's harkens back to its groundbreaking 1980s commercial “Launderette,” where male model Nick Kamen famously stripped down in a laundromat, set to Marvin Gaye’s "I Heard It Through The Grapevine." This transformative ad catapulted both the song and Levi's into cultural phenomenon, reportedly leading to an 800% boost in sales. The new commercial with Beyoncé mirrors this success, showcasing her in a laundromat wearing 501s, a white T-shirt, and boxers—all Levi's—while her song "Levii’s Jeans" plays.

The central question remains: Will this collaboration attract women back to the Levi's brand and re-establish its cultural relevance? Throughout history, Levi’s 501s have symbolized youth and rebellion, evolving from the Beatniks and hippies of the ’50s and ’60s to Springsteen’s "Born In The USA" in the '80s. My company, Giant Step, previously worked closely with Levi's to revive its cultural relevance in the music industry through partnerships with artists like Massive Attack and Lauryn Hill. However, that cultural resonance has faded, leaving Levi's struggling to connect with younger consumers and women.

So, is this a gamble for Levi's with Beyoncé, or could it be the perfect opportunity?

Why It’s Not a Gamble

Levi's can authentically embrace the partnership. Beyoncé is a well-respected figure known for empowering women. With the brand's name featured in her song, expectations for a boost in sales are high, particularly since Levi's produces the jeans, boxers, and T-shirts she wears.

Why It’s a Gamble

However, Beyoncé’s ventures into fashion have produced mixed results. Her brand Dereon had an impressive start but eventually faded, while her Ivy Park collaboration with adidas concluded in 2023 due to “major creative differences.” Though the collaboration is appealing, it lacks the rebellious edge and originality that attract a younger demographic.

Ultimately, if jeans are integral to youth culture, can the partnership with Beyoncé reverse the brand's decline? The stakes are high, and the outcome remains to be seen.

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