Toolkit #4 - Levi's Gives A Masterclass in Ecommerce Revitalization

Levi's is a century-old American denim brand, but they’ve proven you can teach an old dog new tricks.

In the past year, they've crushed it online, turning their ecommerce game around with impressive growth.

Prioritizing their direct-to-consumer (DTC) channel and their online shopping experience paid off big. Really big. Ecommerce sales were up 19% in Q2 2024 alone.

How’d they do it? Well, Levi's made their DTC playbook public. Here are a few key takeaways:

1. Enhanced Site Experience: Levi's focused on optimizing website and app speed, improving search functionality, and tailoring product recommendations to customer preferences.

2. Customer-Centric Approach: By actively listening to customer feedback, Levi's identified key priorities, like gender-based product grouping and detailed product information.

3. Storytelling Through Imagery: The brand ditched images of flat jeans on a white background and invested in high-quality product imagery and videos to showcase their products in context and inspire customer engagement.

4. Prioritizing Key Features: Levi's product pages clearly highlight essential features like rise, stretch, and leg opening, catering to what customers said they actually care about the most when shopping for a new pair of jeans.

5. Strategic Partnerships: Levi's also partnered with Beyoncé which was a masterstroke. By aligning with a pop culture icon, Levi's reinforced its brand relevance and tapped into new markets.

To sum it up:

Levi's journey serves as a valuable case study for brands looking to revitalize their ecommerce business. By prioritizing customer experience, leveraging data-driven insights, and investing in storytelling, Levi's has demonstrated the power of a well-executed DTC strategy.

Best of all, it’s all outlined for you to leverage here.

The Roundup

A collection of links to stuff I think are worth sharing.

Shorts Get Less Short - YouTube Shorts has extended its maximum length to 3 minutes, so brands have more ways to repurpose content across social media platforms.

Squarespace x Koons - Squarespace designed a new website in partnership with the legendary artist Jeff Koons, and you too can use the template.

TikTok - Commissions for micro-influencers with TikTok Shop are an attractive option for those exploring influencer marketing.

Native Union Pocket Cable - Stash this little USB-C charging cable in your bag or suitcase so that you’re never without power.

Mark Two Pen - A stunning, minimal pen from Studio Neat, because some things deserve to be analog.