Levi Strauss & Co

Levi's Logo

Company Profile

Levi’s has been innovating since 1873 when they created the world’s first blue jeans, and they haven’t slowed down since. Levi Strauss & Company has created a global brand that is known to encourage individuality.

Levi's strives to create clothing made finer, stronger, better and designed with a purpose. Levi's innovates for the next generation and has made a pledge for progress in their products and practices. As pioneers, Levi's jeans have become the most imitated clothing in the world, gaining loyalty from all demographics. 


Business Situation

Emotional engagement and connection with customers has always been a focal point of Levi’s marketing strategy, reaching customers via traditional media, web, mobile and social outlets with lifestyle branding built around their deep history and heritage, but they needed to bring that same emotional connection into the store. When tasked with redesigning the Levi's flagship store in San Francisco, the Global Creative Brand Environment Team was told to, "Make it weirder."  The challenge was to create a modern environment that was not only welcoming and engaging to customers, but also told the story and history of the brand.


Capitalizing on current brand assets, while utilizing and optimizing the visibility of existing digital and hard-copy assets to create in-store digital content, the team at Levi’s implemented an in-store digital experience, including a 3x3 video wall, to deliver on the spot storytelling and lifestyle branding, creating a connected omni-channel experience for their customers. To complete the digital experience the Market Street location also features a 65" storefront display and a digital screen located in the authentic tailor shop at the front of the store.

Drawing on the heritage, history and lifestyle branding of the company, Levi’s is connecting digitally with customers in the store to create dynamic, engaging experiences tailored to their brand.