Levi’s: the retailer that reinvented itself successfully

A look at how one of America’s oldest clothing retailers stays ahead of the curve

It’s not every day Beyoncé writes a chart-topping ode to your brand. Levi’s knew this which is why not long after the release of Beyoncé’s song Levi Jeans, the brand quickly tapped her for a long-term partnership. Levi’s signature PR campaigns are just one element in which the company excels in that helps the brand establish itself as a cultural icon. Its commitment to corporate social responsibility and innovative social media strategies also strengthen the brand’s influence even through the corporation’s occasional missteps. According to the PRSA, “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” As an aspiring PR professional I believe Levi’s shows a great understanding of PR objectives and strategies through its carefully planned annual strategic partnerships and initiatives. 

Beyoncé poses in Levi’s denim.

Signature PR Campaigns 

Although Levi’s is one of the most established clothing brands in America, the company has not always succeeded in appealing to younger consumers and women. That’s why the brand decided to highlight two of its most Gen Z–friendly qualities (customization options and environmental sustainability efforts) through its “Buy Better, Wear Longer” campaign. The campaign enlisted trending young influencers and celebrities, including singer Jaden Smith, youtuber Emma Chamberlain and climate activist Xiye Bastida, as its faces. The collaborations emphasized the brand’s durable, made-to-last quality, giving it a competitive edge over fast fashion brands while also showcasing popular Levi’s items like its 501 jeans and Trucker jacket, both of which are customizable. This signature campaign shows just one of the ways Levi’s strategically plans its partnerships to ensure the brand stands out among competitors and reaches new audiences. 

Corporate Social Responsibility Commitment 

Levi’s has also established itself through its commitment to corporate social responsibility programs. The corporation releases a DEI impact and sustainability report every year to report and dicuss its progress toward its goals. Currently, Levi’s has several initiatives aimed at protecting the environment, giving back to local communities, and supporting its employees. One of its more prominent commitments is its partnerships with local international nonprofits to provide educational and financial support to almost 100,000 employees working in its manufacturing facilities. Levi’s also has its Levi’s Music Project, which has partnered with artist like SZA and Alicia Keys, to help young individuals access music education programs and other resources. Finally, Levi’s has environmental initiatives like its pledge to be net-zero carbon emissions by 2050, and its Water<Less initiative, which is a technique Levi’s implemented in the late 2010s to use less water in the jean manufacturing process. 

Khalid poses with Levi’s Music Project’s participants.

Innovative Social Media Content 

Levi’s uses PR strategies to excel and stand out against its competitors is through the company’s social media. Levi’s use of short-form video content, engaging graphics, and a consistent color palette has helped develop a strong and recognizable brand identity. The brand maintains a cohesive voice across its social media platforms, even when experimenting with different trends. Through this process, Levi’s reinforces its values while connecting with a variety of audiences online. Levi’s could refine its TikTok strategy to better align with the platform’s more casual aesthetic. However, Levi’s has seen significant success on YouTube, where it posts everything from behind-the-scenes footage of collaborations and photoshoots to short documentaries on the company’s history. 

Levi’s develops and grows its strong reputation by using PR strategies to build strategic collaborations with influential celebrities and content creators, extensive corporate social responsibility efforts, and engaging original social media content.Additionally, Levi’s PR tactics allow them to appeal to a variety of new consumers and expand its reach in an extremely competitive market.