LONDON — Levi Strauss & Co. and Beyoncé Knowles-Carter have wrapped themselves all around Selfridges for a takeover as part of the brand’s ongoing collaboration with the musician.
Some windows have been installed with red neon lights depicting a horse with Beyoncé posing in a full denim look, while others feature an outline illustration of her riding a horse.
Partnering with Selfridges was a big deal for the denim brand.
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“We are on a journey to become a $10 billion company and we have some key strategies in place — one of them being Selfridges and we’re already seeing results there,” said Lucia Marcuzzo, Levi’s general manager for Europe.
The brand has been reshifting its wholesale business and watching its direct-to-consumer closely, where a lot of energy has been poured into the e-commerce website and its stores worldwide.
Marcuzzo explained that Levi’s doesn’t want to cut off working with wholesale altogether, but to instead hone its relationships with its wholesale partners through meaningful activations and pop-ups.
At Selfridges, the brand is expanding its presence with a bespoke shop that will be situated in the new Levi’s space, which will be unveiled in May.
“We are excited to continue our partnership with Levi’s, the leader in denim, as our customers consistently appreciate their classic styles,” said Bosse Myhr, director of menswear, womenswear and childrenswear buying at Selfridges.
Outside of North American, Europe is Levi’s largest region with a revenue of $1.6 billion.
“Europe has already advanced in our strategies that the company has laid out. The majority of revenue comes through direct-to-consumer channels in Europe. The denim market is pretty fragmented in Europe, there aren’t that many big global players, so we’re always in the top three rankings for denim,” said Marcuzzo.
Europe is also the largest market for women’s lifestyle products, a category that Levi’s is on a mission to increase.
The collaboration with Knowles-Carter has been an opportunity for the brand to grow their lifestyle lines and tap into a wider denim market beyond jeans.
“All the brand metrics in general and our women’s line are growing significantly, outpacing the men’s line, which is also growing,” said Marcuzzo about Knowles-Carter’s impact on the brand.
“The engagement rate in our email channel was 30 percent higher than the standard and in general, where we see immediate effect is on the website and digital channels. The Beyoncé category saw double-digit demand growth,” she added.
Levi’s has been following the sound of music, naturally — as the brand is a staple of many musicians.
Last year, the brand teamed with Arianne Phillips, the Academy Award-nominated costume designer of the Bob Dylan biopic “A Complete Unknown” to release a capsule collection with Levi’s Vintage Clothing line that instantly sold out.