American apparel brand Levi Strauss & Co. announced a milestone in its multi-year partnership with Google Cloud, sharing a major transition in the company’s tech infrastructure to get more data-driven, customer-centric insights.
According to the storied denim manufacturer, Levi Strauss & Co. employees now have permission-based ability to continuously pull together data from 110 countries and 50,000 distribution points to help discern emerging customer trends and tastes. The brand hopes to leverage that access to help its teams make smarter decisions.
Levi Strauss & Co. is No. 156 in Digital Commerce 360’s Top 1000 Database ranking the largest North American online retailers. The database categorizes Levi’s under Apparel & Accessories. Digital Commerce 360 projects Levi’s total ecommerce sales for 2025 to reach $671.32 million
Levi Strauss & Co. web sales by year
Why Levi is using Google Cloud
Company representatives said bringing Levi Strauss an improved analytics ecosystem will allow the brand to foresee trends with deeper customer insights. Big Query, Looker and Dataplex are three of the Google platforms that are part of this insight ecosystem that the San Francisco-based brand has been building.
In one example of how the capabilities will be put to use, InStyle Magazine and other fashion prognosticators have declared “baggy jeans” will be a reemerging trend in 2025. Levi Strauss & Co. representatives said the insights from their Google Cloud partnership allowed them to see the trend taking root in advance and prepare for it.
Levi Strauss’s tech team has lauded the insights they can glean to forecast fashion.
“We’re rewiring every aspect of our business to transform into a best-in-class, omnichannel retailer, which includes rehauling our technology infrastructure to be more responsive, accessible and actionable,” said Jason Gowans, chief digital officer at Levi Strauss & Co. “For far too long, we’ve been data rich, but insights poor.”
The Google announcement comes just ahead of Q4 earnings from the denim maker. Google and Levi’s, though, have been partnering since 2015 and have made waves in the fashion industry.
Levi’s work with Google
In 2017, Google and Levi Strauss released the Levi’s Commuter Trucker jacket with Jacquard by Google. The “smart jacket” retailed for $350. The collaboration between Levi Strauss & Co. and Google Inc. was one of the first to add touch and gesture interactivity into textiles.
Once the jacket was set up, wearers were able to access online services, apps and information without their phones. A press release at the time touted that with a simple brush of your cuff, consumers could get their next direction or skip to the next track on their playlist. In addition, the jacket was washable.
Meanwhile, in the C-suite, Levi’s uses Google Workspace for its corporate functions. For customer-facing communication, the company uses Google’s AI-powered Business Messages. According to Google, Levi’s saw a 30% increase in off-hours shoppers and surpassed 85% customer satisfaction scores after implementing Business Messages. They also drove 30 times more store-related questions than Levi’s website chat.
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