Written By Lexx Thornton
Music icon Beyoncé was revealed as the new face of Levi’s last September when she appeared in an ad inspired by the hit 1985 Levi’s advert ‘Launderette.’ That was followed up in March with a sexy spot called Pool Hall. The ads formed part of an ongoing series, ‘Reiimagine,’ which has been powering a brand revival ever since.
According to Levi Strauss & Co.’s latest earnings update, the company generated $1.53b in sales for the first quarter, up 3% on a reported basis and 9% on an organic basis versus Q1 2024. The results exclude approximately $67m of net revenues from the company’s Dockers brand, which has been reclassified as discontinued operations as the company progresses with its sale. The Levi’s brand specifically was up 8% globally on an organic basis.
“While many brands aspire to be at the center of culture, we are firmly there. Since launching Reiimagine in September of 2024, the campaign has generated more than 4.3bn impressions and more than $65m in estimated earned media value, continuing to help us drive equity gains with men and women across our markets,” chief executive Michelle Gass said on a call with analysts.
A tie-up with the Bob Dylan biopic ‘A Complete Unknown’ starring Timothée Chalamet saw it launch a limited edition collection featuring Dylan’s wardrobe staples. “This example is how we lean into our legacy to spark inspiration for the future; it’s further proof that we’re not a heritage brand, but instead a brand with heritage,” Gass said.
Thanks to both pieces of work, she said it gained market share for its men’s and women’s divisions in the quarter and recruited younger fans to the brand, growing share with the 18 to 30-year-old demographic. Its women’s business has grown double digits over the last few quarters and now represents 38% of net revenues.
“The Levi’s brand has never been stronger,” she said.
