Brands Must Grasp the Digitally Driven Consumer Journey or Risk Becoming Prey

When Jacob Davis and Levi Strauss received the first patent for their blue jeans in 1873, their headquarters in San Francisco was nowhere near being the hub of innovation that the city is today. Over the past three years, however, Levi’s has ingested the ways of Silicon Valley into how it runs its business—leading the iconic fashion brand to hire not just designers of denim, but designers of digital products and other technologists to bring the brand beyond selling through retailers and into the burgeoning era of ecommerce.

That mindset has led Levi’s on a path of digital transformation that doesn’t just change how it advertises, but also how it sells, styles and otherwise services customers. This year, it’s hosted hackathons, designed an internet-connected jacket with Google and used artificial intelligence to understand and personalize the shopping experience.

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