#60 The reinvention of Levi’s: Staying cool for over a century
Retail Gets Real · with James "JC" Curleigh · May 29, 2018 · 25 min
Summary
Levi's President James 'JC' Curleigh reveals how the 100-year-old brand continually reinvents itself to stay relevant and
Key takeaways
Focus on your core customer's evolving needs while staying true to brand heritage; Levi's consistently innovates within its authentic identity.
Seek out strategic collaborations with tech companies to integrate cutting-edge functionality into traditional products, as exemplified by the Google smart jacket.
Balance tradition with innovation by leveraging your brand's iconic status as a foundation for new developments, ensuring they feel like a natural extension.
To maintain longevity, legacy brands must continuously adapt to market dynamics and resonate with new generations without alienating long-time customers.
After over a century, Levi’s is still making waves. Brand President James ‘JC’ Curleigh explains how the company went through a reinvention to achieve its vintage and cool status. Keeping the core customer in mind, Levi’s never stops innovating. On this episode, Curleigh demonstrates the newest collaboration with Google, a denim jacket that’s far more than it looks.
Focus on your core customer's evolving needs while staying true to brand heritage; Levi's consistently innovates within its authentic identity.
What does this episode say about product & merchandising?
Seek out strategic collaborations with tech companies to integrate cutting-edge functionality into traditional products, as exemplified by the Google smart jacket.
What does this episode say about founder & leadership?
Balance tradition with innovation by leveraging your brand's iconic status as a foundation for new developments, ensuring they feel like a natural extension.
What does this episode say about brand & content?
To maintain longevity, legacy brands must continuously adapt to market dynamics and resonate with new generations without alienating long-time customers.
