Levi’s Latest Campaign With Deepika Padukone: For Now For A Lifetime!

Welcome to FOMO! Here, we play with the dual meaning of ‘FOMO’ — not just the fear of missing out, but also we are the ‘Fact of Marketing OGs’, in nutshell we simplify marketing discussions and help you overcome FOMO everytime you see those smart alec posts, comments on Linkedin about marketing, this is deep dive and for real OGs not FAFers :). I’m Gaurav Thapar( GT) , with a diverse career and rich stints in Marketing/ Growth with Coca Cola, Big Basket and Cultfit. Joining me today is Aditi Saini, a former Growth champion at Nestle, Pepsico, Adidas and now the Marketing Director at Ridge Consulting, which is an upcoming and amazingly fast growing name in marketing advisory and services. Let’s dive in!”

Aditi, welcome to FOMO’s inaugural episode. Today’s topic? Denims, or as we fondly call them, ‘jeans.’ The timeless, ever-evolving staple of college wardrobes, known for their resilience and evolving shades. We’re eager to hear your take on what has been your personal story with this iconic apparel

Personal, Historical Narrative about denims , Levi’s

Aditi

My favorite story about my perfect pair of Levi’s goes back to when I worked for Infosys in the beginning of my career. Infosys had this policy of wearing formals or semi formals on all days except Fridays. But I loved my jeans too much — you know the perfect pair that are inseparable from the time you have tried them on — it was like that for me. Now Infosys had security guards at the entrance who would check that you are in the right dress code and call you out if you aren’t. And I remember every time I would get called out for wearing denims I would make up a reason. Despite the rules, I never gave in to wearing something else; those jeans were just too integral to who I was. That’s the essence of my past connection with jeans, a sentiment I still hold onto

Gaurav

What’s amazing about your story is how denims played a very important role in enabling Indian Millennial working women’s coming out decades by offering them a convenient apparel which doesn’t require them to plan things in advance, is “mom- approved”, resilient and sturdy, I think the pre covid era was a watershed and denims played a very important role which wouldn’t be too obvious to many people

Thinking back to my college days, Levi’s jeans were more than just clothing — they were the ultimate symbol of cool. I vividly remember attending the Great Indian Rock show in Delhi, where Levi’s, the principal sponsor, was a ubiquitous presence. Surrounded by thousands of rock enthusiasts, Levi’s became synonymous with our collective identity and the vibrant rock culture.

But it wasn’t just about the brand; it was how each pair of Levi’s I owned became a unique expression of myself. They would fade distinctively, telling a story, mirroring my personality. Even when they frayed to the point of showing shreds, it was considered the height of cool to wear them, proudly displaying a bit of skin. This endurance of style, even in their most worn state, truly showcased the amazing journey and connection I had with each pair.”

Image Courtsey — Rock Street Journal GIR FB page

Talk us through “Levi’s The legacy”

Aditi

Levi’s isn’t just a brand; it’s a legacy spanning over 150 years, a testament to its enduring appeal. But where did this iconic journey begin? In the 1800’s miners working in the US needed pants that could last in tough conditions. That’s when the wife of a mine worker came to Jacob Davis who was a tailor asking for pants for her husband that are as tough as pants can be. Jacob had some copper rivets which were used to attach straps to the horses blankets — he thought it would be a good idea to use them to fasten the pockets. This became an instant success with the miners. He approached Strauss who used to sell dry goods to the miners and had the means. They got a patent together and that’s how Levis jeans or waist overalls (which is what they were called back then) were born. Their practicality was the initial draw, but soon, Levi’s transcended utility to become a style icon. By the 1900s, figures like Clint Eastwood and Marilyn Monroe popularized them, marking a shift from workwear to fashion statements. This evolution continued as Levi’s became synonymous with youth culture — bikers, rockers, punks, all adopting jeans as a symbol of rebellion and freedom. That’s when Levis became the purest wearable form of authentic self-expression. They bore the markings of life, where you have been, shape of your body, the memories of your adventures. So people legit-ly lived in their Levi’s.

Now in India jeans as a concept was introduced in the 80’s by Arvind mills — A brand called Flying Machine. In the 90’s they launched Wrangler. Also by the 1990s, with economic liberalization in India, foreign players started seeing India as a captive market. This was the time when consumerism in India had started taking off and disposable income had started rising. Lee, another major player entered India during this phase and so did Levis. But Levi’s was the representation of ultimate American Dream. Levi’s captured the imagination of the burgeoning millennial generation like no other. The allure wasn’t just in its cool factor but also in its embodiment of a global, modern identity for most of us who were growing up in the 90’s. If you think about it, what we both narrated as stories of our past connection with Levis it did mean a more progressive and modern outlook towards life be it non-conformity to the norms as a woman or a bold and confident youth who is ready to slay the day.

Image courtesy Levistrauss.com

What is the current fashion landscape and how is Levi’s responding?

Gaurav

From then to now the Indian fashion market evolved significantly, particularly in the context of the shifts brought about by the new face of influence i.e digital & social media, COVID-19 pandemic that is reinventing our lifestyles and perspectives, technological & device growth that is leading to fragmented marketing experiences and new sustainability rules with climate change These changes have influenced consumer preferences and habits, leading to the rise of new specific fashion occasions, beyond the age old formal, casual wear, ethnic wear etc, and the clear GenZ preference is for comfort, individuality, sustainability

Athleisure and Comfortwear: The shift to work-from-home (WFH) arrangements has greatly boosted the demand for athleisure and comfortwear. With less frequent office visits, the use of formal wear has decreased, and people are opting for more comfortable clothing like sweatshirts, T-shirts, and tracksuits that double as casual wear. This trend is particularly evident among Gen Z and Alpha generations, who favor breathable fabrics and sneakers, valuing both style and comfort for everyday wear.

Fast Fashion through Social Commerce: Influencers and content creators have a significant impact on apparel purchases, especially among younger consumers. These consumers are turning to social commerce platforms to find fashion that matches their influencers’ style at reasonable prices. This trend reflects a shift from traditional sources of fashion influence like print ads and TV commercials to digital platforms. for this demographic, fashion is not just about the brand but also about staying trendy and current. Skinny jeans going out of style, for instance, can make them uncool to wear. For Gen Z, fashion is about making a statement and expressing individual values and beliefs, leading them to seek out unique and fresh styles for social events and casual outings

Branded Resort Wear/Party wear — YOLO: Brands like Uniqlo, Zara, Calvin Klein have become symbols of global cultural trends, creating a sense of FOMO (Fear Of Missing Out) among consumers, especially Gen Z who will want to flaunt these on rare social occasions, when they are in the mood to flaunt their brands.

Image Courtesy NDTV.com

Now where is the classic Denim fitting into the new fashion landscape? While by no means are we saying Denims are not relevant, in fact in Pune where I stay, every second student on the College road is wearing denims every time I observe, but can denim capture all occasions, can I workout in denims, even if you give me the most stretchable denims, I can maybe play Gully cricket but I would need by tracks for a proper workout. Denims are still unbeatable when it comes to sturdiness and convenience, also levi’s being the ultimate synonym for denims, they continue to be in the top 3 when it comes to unaided* recall and purchase intent*, when we spoke to a few Gen Zs, they seemed to be indicating the desirability for Levi’s for their next denim purchase, however the surprise was that the other brands in the consideration set were not denim brands but fashion brands like Uniqlo, Zara, H&M etc, this means that these brands have managed to convince the GenZ and even millennial consumers that their denims are worth a try.

And therefore Levi’s strategic approach to enhancing brand recall and expanding its customer base involves a multi-faceted approach:

• Increasing Existing Customer Interaction with Diverse Denim Options: Recognizing that denim is a sturdy garment that customers do not frequently replace, Levi’s is aiming to increase customer interactions by introducing a variety of denim styles. This includes wide fit jeans, high waisted jeans, and boot cut jeans, among others. By offering trendy and diverse fitting options, Levi’s encourages existing customers to engage with the brand more frequently, and have a denim for different occasions, or different colour/style denim for the same ocassion
• Recruiting New Denim Consumers through Expanded Denim Range: The second objective is to recruit new customers from competition, particularly those who purchase denim but have not previously considered Levi’s because of price point or because they never had the independence to choose because they were dependent on parents for buying clothes and went along with whatever their parents chose for them . This strategy also involves positioning denim as an extension of personal style and self-expression, which resonates with fashion-conscious consumers, as someone going to college for the first time would be much more conscious and assertive of how they want to stand out.. Also because maybe the Global Chain fashion brands like Zara,Uniqlo where their parents shop don’t have such a very wide variety of denims,, consumers will be motivated to look at Levi’s for the purpose of self expression.
• Recruiting Non Denim Consumers by Promoting Non-Denim Products: In addition to its traditional denim range, Levi’s is also focusing on promoting its non-denim products. This includes items like cargo pants, chinos, varsity jackets, sweatshirts, and a variety of tops for both men and women. The goal is to showcase Levi’s product legacy and heritage while meeting the evolving fashion needs of consumers. This strategy involves capturing non-denim apparel in marketing campaigns more exhaustively, addressing new occasions and consumer needs that have emerged post-Covid.

Overall, Levi’s is leveraging its brand strength and heritage in denim while diversifying its product offerings to enhance brand recall, increase customer interactions, and attract new consumers in a competitive and evolving fashion landscape

Aditi

The first objective of attracting new audiences with diversification of existing product makes sense. Gen X’ers & Y’ers who I believe would be the core revenue driver of this strategy mostly know their fit and style when it comes to denims. They want what they know they like. But when the core proposition of the denim clothing is “made to last” one can’t keep buying the same thing again and again and stock piling. This means newer variants need to be constructed to drive footfalls back to the store online. When I see a Deepika Padukoune in the marketing campaign flaunting boyfriend jeans I do feel like checking them out.

The second objective of constructing an expanded denim range for new consumers also makes sense. Gen Zs and Alphas, which is the core target audience a denim brand like Levis would like to be associated with, wants more options. They are constantly looking for what’s new out there that allows them to express their individuality. And this is where I find Levis needs to update its marketing playbook of influence. Will a Gen Z look at a campaign in which an ad of a youngsters expressing himself by shaving his heads work or will a brand like Levis require different partnerships where it loosens the reins of creative control to share the platform with real people sporting the brand who a Gen Z or a Gen Alpha can connect with?

Coming to the 3rd objective of branching out into which is non-denim consumers with non-denim products. Now here is where I have a big disconnect. As we both know that in marketing there is a concept of right to succeed which depends on 2 things

1. Your own capability as a business — is that your core strength?

2. Do your consumers see you as a brand that they look up-to and trust to branch out into a completely new territory?

And I am not sure if the answer to any one of them is a resounding yes at this stage.

Sure explore the uncharted but as a business this means huge investment huge long term commitment with very limited results to begin with. Now for a publicly listed company this is a very tough gig. And I would still be okay to take that 3rd bet if I don’t have to worry about my home turf. The way the market has evolved from where the competitors were a wrangler or a Lee we now have luxury denim brands like TH, CK, LV which are now going bullish on the Indian market. And why now the definition of consumerism is changing in India. Where people used to buy possessions to last they now buy in the moment. And these luxury denim brands are gaining popularity with the Gen Zs and Gen Alphas.

If the 3rd option is to be considered seriously as a focussed approach, Levi’s needs to clearly define its primary competitors. Is it positioning itself against premium denim brands like CK and Tommy Hilfiger, or is it competing with fast-fashion retailers like Zara and H&M? This decision impacts both product assortment and pricing strategy. For Levi’s, a brand historically rooted in denim, expanding into non-denim categories presents a challenge in terms of positioning against these varied competitors.

• Consistency in Brand Messaging and Positioning: Levi’s brand identity has traditionally been associated with quality, durability, and a certain Americana cool. Any expansion into non-denim categories needs to be consistent with this brand ethos. The challenge lies in maintaining brand identity while diversifying the product range to meet new consumer demands.
• Aligning Product Assortment with Pricing Strategy: Levi’s denim is priced comparably to premium brands, then its non-denim offerings should also reflect a similar value proposition, both in terms of quality and pricing. Conversely, if Levi’s is targeting the fast-fashion segment with its non-denim range, the pricing needs to be competitive with brands like H&M and Zara.The strategic intent behind Levi’s non-denim range needs clarity. If the focus is on comfort and athleisure wear, the products should be priced and marketed accordingly, possibly at a lower price point. However, if Levi’s is aiming for the special occasion or premium casual segment, the product quality, design, and pricing should align with that market.
• Strategic Execution: As you pointed out, the execution of this strategy seems to be in a nascent stage, potentially leading to mixed messages to consumers. A more focused approach, with clear targeting and coherent pricing and product strategies, is required for successful market penetration and consumer acceptance.

Gaurav

I think these are fantastic builds, and to anyone reading this, marketing folks face this challenge of targeting new trends, especially in the lifestyle business, and suddenly the brand persona and the core product are not able to adjust to the new occasions within their mother brand original proposition, brand extensions which address different occasions, audiences at different price points are not the easiest options to build,many marketing folks think of brand extensions working very rarely**, therefore we have a mother brand which is trying to cater to multiple target audiences, occasions, and therefore important to see the latest campaign in this light

With the proliferation of occasions, shopping is moving to convenience, back in the day when there was clean silos of formals, casuals, party wear segregation it was easier for the consumers to go to their favorite high street brands in respective categories and purchase, now with occasions proliferating and also becoming hybrid, like athleisure and wfh coming together,so many choices, its complicated to shop for every different occasion from a specific brand

Broadened Competition Beyond Denim: Levi’s is competing not just with other denim brands, but also with versatile fashion retailers like Zara, Uniqlo, and Forever 21. These brands offer a wide range of apparel, including non-denim options, catering to various consumer needs and occasions. This shift in consumer preferences towards one-stop shopping experiences poses a challenge for Levi’s, traditionally known primarily for its denim. Therefore the role of the D2C website https://levi.in where Levi’s can stock more variety and broader assortment than it can keep it in stores.

For Now For A Lifetime Campaign

Gaurav

Universal truth/Consumer insight — Most amazing experiences can come to you when you trust your instinct and, the role Levi’s can play in is becoming an expression of living life instinctively, and in order for the brand to play a role in the exploration of the instinct, it’s important to understand the brand persona as it was, and how it is evolved in the recent campaign

Brand persona/role -There seems to be a shift in the persona from the everyman denim brand to explorer, because the brand wants to play a role in enabling the consumers to becoming instinctive, and that is not possible with the everyman brand persona, as its explained below

Source : https://marchbranding.com/buzz/brand-archetypes/

Everyman brands are unpretentious, relatable and approachable. They strive to create deep connections with people and long to be liked by all. They are often quite generalized and are driven by a core desire for community and belonging. They hate to stand out and don’t display any extremes of character or opinion preferring to be inclusive. However, though they are often liked this sometimes means they can be easily forgotten.

Desire: Connection with others
Goal: Belonging
Strategy: Down-to-earth and trustworthy
Brand Message: “Live together in harmony”
Traits: Dependable, Realistic, Pragmatic, Inclusive, Equality
Fears: Exclusion, Standing out, Hostility, Isolation, Separation
Brands: Cisco, Tata, Lakme, Honda, Levis

Levi’s earlier campaigns primarily focused on the enduring and harmonious relationship between consumers and their jeans. Campaigns like “We Move” and “Shape of You” underscored the adaptability of Levi’s jeans to the wearer’s body and lifestyle, resonating particularly with women entering the workforce. The brand persona was relaxed and cool, emphasizing harmony and relatability.

The latest Levi’s campaign introduces a shift in the brand persona, incorporating traits of an explorer. This represents a move away from seeking universal approval and towards a more restless, impulsive, and somewhat irreverent identity.

Brands with the Explorer archetype are driven by the desire for freedom and independence and are not restricted by typical boundaries. They are similar to Rebels but tend towards exploration rather than disruption. Explorers hate conformity and prefer to push themselves into uncharted territory where new challenges and goals arise. They are adventurous and brave and are on a continuous journey of discovery.

Desire: Freedom of discovery
Goal: Excitement and Fulfillment
Strategy: Take your own path
Brand Message: “Seek out new things and set yourself free”
Traits: Discovery, Adventure, Independence, Exploration, Pioneering
Fears: Aimlessness, Conformity, Safety, Confinement, Short Sightedness
Brands: Puma, Nat Geo, Jeep, The North Face

What Does “For now for a Lifetime” even mean

Aditi

The focus for GenZ is on living in the moment, being instinctive, taking risks, and embracing new experiences. Yet at the same time these moments of stay with you for a lifetime, especially if you look at it from the “no moment is lost once it’s shared on Instagram” lens, and Levi’s with its expanded fashion range enables amazing new experiences in your now, as well as it’s there with you for your lifetime, with Levi’s denims. This edgier persona of Levi’s targets a younger demographic that values individuality and instinct over conformity

Tone of Voice and Retro Elements:

The campaign interestingly blends retro elements with modern themes. The use of symbols like shopping carts and auto rickshaws, juxtaposed with modern urban life, creates a nostalgic yet contemporary vibe. The retro music and lyrics add to this blend, appealing to a sense of comfort and familiarity while also introducing an element of coolness and intrigue.

Brand recall — A celebrity hook and the retro style and music builds a recall dimension. In fact, the balance between celebrity endorsement and the depiction of brand has been well maintained to ensure one does not overpower the other.

Brand Ambassador

Levi’s faces the challenge of attracting consumers for new occasions, constantly evolving trends, while retaining their core Denim customer base. The selection of Deepika Padukone as the ambassador reflects a strategic choice to appeal broadly across these demographics. Padukone’s appeal contrasts with the more Gen Z-focused ambassadors chosen by competitors like Lee, who have opted for younger influencers like Sara Ali Khan

Balancing between Core Denim Values and Gen Z New Occasions:

Gaurav/Aditi

Levi’s is navigating the delicate balance of retaining its core Denim values — unpretentiousness, relatability, and approachability — while also evolving to stand out in a crowded market. This evolution reflects a deeper understanding of changing consumer dynamics, where brand loyalty is increasingly influenced by a brand’s ability to resonate with personal identities and lifestyles.

Overall, Levi’s strategy illustrates an adaptive approach, aiming to stay relevant and appealing in a rapidly changing fashion landscape, where consumer preferences are continuously shifting towards personal expression, uniqueness, and a blend of retro and modern influences.

A segmented approach to marketing campaigns is needed, maybe Signature range amped up for comport fits continue to target younger Millenials, and a new range of Levis with different brand names for GenZ ocassions which has a different brand persona, tone of voice, brand ambassador

If you look at the global approach : Levi’s athleisure brand is Beyond Yoga, Non denim smart causal brand is Dockers, fast fashion denim brand targeted at GenZs is Denizen and of course there’s signature for those continuing to want the heritage look and feel

Aditi

As a marketer you juggle between multiple objectives, multiple strategies to achieve those objectives and multiple execution choices to bring that strategy home. The temptation is always to do everything possible to make your brand win the love of your consumers and grow your business. But in reality we all need to make choices — choices between which strategy will give the biggest impact — going after new consumers with latest offerings or increasing the mindshare of your brand with your existing audience? Using a celebrity to grab attention of the existing audience or using social influence to infiltrate the cultural edges and inspire the new audience?

Like you stated, at the end, only time will tell whether the campaign ends up achieving it’s objectives.

Only time will tell whether the campaign ends up achieving it’s objectives

* Unaided recall — When you ask a consumer of the category in which your brand operates which brands does he remember in that specific category

* Purchase intent — When you ask a consumer of the category in which your brand operates which brand are you going to purchase next time you purchase that category

*Brand Persona — If the brand were a personality how will that brand come across in a communication like in an advertisement

** If brands are a set of associations that consumers have, then it is very difficult to build new associations easily. Kissan is mixed fruit and tomato. There just isn’t enough mind space for a new association. Even worse than building new unrelated associations is building associations that contradict the current one. In these cases the extension may unfortunately actually succeed but it is always at the expense of the main product. A case of operation successful but patient is dead. — Sudhir Sitapati from CEO Factory