Good morning. Levi Strauss & Co. is betting its collaboration with superstar and trendsetter Beyoncé will accelerate the momentum of its already growing women’s business. Harmit Singh, chief financial and growth officer at Levi’s, explained to CFO Daily why he thinks this campaign is a win, and how he regards the value of marketing.
Levi's announced the Beyoncé collaboration last week, saying the Grammy-winner will star in “Reiimagine,” a campaign inspired by the legacy of the Levi’s brand. “Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me,” Beyoncé said in a statement. The campaign began on Sept. 30 and will consist of a series of episodes that reinterpret several of Levi's most iconic advertisements, bringing them into the modern era.
