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Levi Strauss & Co. predicts trends with enterprise data

Levi's store
Levi's is forecasting product demand with Google Cloud.

A global denim giant is providing select employees access to Google Cloud data dashboards for customer and trend insights.

Levi Strauss & Co. employees now have the permission-based ability to continuously pull together data from 110 countries and 50,000 points of distribution to help them better understand of trends with deeper customer insights.

[READ MORE: Levi’s offers 24/7 customer service with Google messaging platform]

In one example, the brand utilized the dashboards to determine ahead of time that a baggy jeans trend was returning among U.S. consumers and was able to capitalize by reviving its baggy jeans line. The Wall Street Journal reports that specific information Levi’s was able to retrieve via the dashboards included insight that the baggy jeans trend extended beyond young women to less obvious demographics such as older consumers and men, and that demand was shifting to looser, more baggy fits.

As a result, the company could continue optimizing its baggy jeans design and keep the most popular SKUs in stock. Levi’s reported a 15% year-over-over increase in loose-fitting jeans sales in its October 2024 financial earnings call.

The databases rely on Google Cloud solutions like Big Query, Looker and Dataplex to enable employees to obtain real-time insights such as sales data, marketing performance, and supply chain metrics.  

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"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. in a corporate blog post. "For far too long, we’ve been data rich, but insights poor. I’m proud to say that’s no longer true. Our work with Google Cloud and unrelenting focus to modernize our tech stack is proving how we can leverage data to drive our entire business forward."

By providing a unified data view, Levi’s also seeks to enabled different members of its organization to collaborate more effectively. Information is centralized in the cloud and accessible via customizable queries, streamlining the company’s analytics ecosystem.

According to the company, the Google Cloud platform has already demonstrated “significant value” by simplifying reporting processes and providing real-time insights into key business metrics.

San Francisco-based Levi Strauss products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores and online sites. It has global footprint of approximately 3,200 brand-dedicated stores and shop-in-shops. 

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