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Back in 1873, when Levi Strauss started selling overalls to prospectors in the California Gold Rush, he probably didn’t dream that Levi’s would still be around 138 years later. Nor would he have imagined that his jeans would be competing with 178 other denim brands. Luckily, while the company no longer has Mr. Strauss, it does have CMO Rebecca Van Dyck.
Faced with the task of making her brand relevant to a new generation of young, fickle consumers, Van Dyck and her able marketing team dug up some golden ideas.
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