Levi’s will adopt a single global strategy for its marketing and product assortment, moving away from the brand’s traditional split across Europe, the US and Asia.
Speaking to Drapers at Levi’s stand at streetwear show Bread & Butter yesterday (July 7), global chief marketing officer Becca Van Dyke, who joined the denim brand in April, said Levi’s will now be “operating as one”.
On Wednesday, the brand unveiled its global advertising campaign Go Forth, which will be launched to the public in August via the brand’s Facebook page, ahead of a television, cinema and print campaign.
The campaign was inspired by research commissioned by Euro RSCG Worldwide and Levi’s own research into the behaviour and values of young consumers. “(Young people) want to create a better world; they feel it’s their duty and responsibility,” said Van Dyke.
From autumn 12, Levi’s will also launch a global clothing collection. Director of merchandising for menswear Christopher Winnock said it will enable the brand to adopt a “holistic” approach. “We will still develop exclusives for certain regions.”