Millions of brands flood my Instagram feed. Bright ads with catchy captions and notable
influencers attempting to sell me the newest, trending clothing, all in the name of relevance.
Relevance. A concept that is tricky to achieve and even harder to endure. All companies
want it. They want a message that claims their mark in the fashion world, and some do it better
than others. It seems like every day there is a new clothing company that pops up while I tap
through Instagram stories.
Companies must innovate and market to new and previous
consumers of their products, instilling their brand’s message, all in an effort to sell their
products. With new brands entering the market every day, I find it difficult to find a brand that I
can trust.
But then I see it… a familiar brand. It feels like I am reconnecting with an old
friend. The
red tab with the simple word “Levi’s” printed on the back of the jeans is the mark of a
trustworthy brand.
Created by Levi Strauss in 1853, Levi’s company has been in the fashion business for
nearly 2 centuries. But, it isn’t just the sleek look of the website or the amazing jeans that keep
this business thriving, it’s the company’s execution of its branding that allows them to stay
relevant.
Levi's website showcases its commitment to the environment by implementing
sustainable campaigns with its brand. The company's success relates to its team's efforts to
produce a quality product that will last decades. The “Buy Better, Wear Longer” campaign,
which launched in 2021, acknowledged the absurd amounts of clothing that was produced and
consumed. According to the Levi Strauss & Co. website, the campaign “speaks on our shared
responsibility on the environmental impacts of apparel production and consumption.” The
campaign encouraged customers to buy the jeans and embrace their longevity of them. The brand
also brought in notable influencers such as: Emma Chamberlain, Jaden Smith, and Xiye Basrida,
to represent the brand. The campaign discusses the relevant topic of the overproduction and
overconsumption of clothing. Younger generations value the brand’s clear message of the
campaign because it works towards improving the future of the world they will be living in.
The brand also has a separate website where customers can shop for second-hand denim for
lower prices. Throughout the website, there are messages discussing the importance of shopping
consciously.
Levi’s continues to evolve its brand’s message with generational change. They do an
amazing job at reaching their intended target audience with Instagram ads, fashion magazines,
and televisions commercials. Companies that lose relevance fall short of these qualities. They
fail to evolve and modernize with the rest of the current brands. Technology plays a large role in
consumers’ lives. Advertisements are everywhere, whether it be on Instagram or Snapchat, or
in stores. Needless to say, being able to connect with an audience is vital. Consumers want to be
confident in the brand that they are investing in. They want it to represent something that they
advocate for. A brand that does not showcase confidence is unappealing to consumers, which
ultimately leads to its downfall. It really is all about the brand and Levi’s has got it.
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