Levi’s is breaking free from its stitches. The company just announced that it’s filing for an IPO in an effort to remake its reputation as more than just a seller of blue bottoms. But how prepared is the brand for its new look?
With fast fashion brands in a furious race to churn out new styles, getting a leg up in retail can be tough. Levi’s has hit a few snags on its way to becoming Gifted in Gartner L2’s rankings, but still managed to make its mark on the digital space. In addition to upping its shopping ad visibility on unbranded search terms, the label even lapped Sephora, Old Navy, and IKEA to serve the highest number of desktop display impressions out of all brands tracked in Gartner L2’s Digital IQ Index: Specialty Retail.
Additionally, in 2017, Levi’s rolled out Indigo, a new virtual stylist tool on its site powered by artificial intelligence. While the brand continues to maintain the original live chat option powered by customer service agents, it has elevated Indigo into persistent navigation. Indigo aims to help with product discovery; however, it doesn’t always work as well as simple keyword search. For example, the tool surfaces only two results for a user interested in men’s white skinny jeans, while a keyword search on the brand site garners over twenty relevant products. This could become especially problematic as Levi’s goes public and tries to push a wider variety of products.
But even though fast fashion brands like H&M, Mango, and Zara accounted for half of the top ten YouTube videos in Gartner L2’s study, Levi’s “Circles” video received 25 million views of its own, serving as an anchor for the twelve fifteen-second clips it released to highlight specific dances from within the main video. These shorter videos netted an additional four million views combined. With the news of its IPO on the horizon, a continued strong presence of social media, and its best year yet in Gartner L2’s digital ranking, Levi’s might just be outfitted for success to make the final stretch.