The news: Levi Strauss revamped its advertising focus after a back-to-school campaign promoting loose-fitting jeans failed to generate the traffic and sales it expected, showing the risks of marketing messages that fall out of step with changing consumer trends.

• The campaign stressed baggy jeans when shopper excitement had switched toward low-rise styles, CEO Michelle Gass said during the fiscal Q3 2026 earnings call on Wednesday.
• Levi’s direct-to-consumer sales rose 2% YoY in Q3, slowing from 11% growth in the previous quarter. In the US, D2C sales fell 1%.
• Levi's responded by reshooting its campaign, changing store displayers, and using social media creators to promote low-rise jeans.
• The company said its US D2C trends have since improved, with sales returning to growth heading into the fourth quarter.

“The consumer moves fast, so we have got to just continue to be on top of it,” Gass said during the earnings call.

Changing course: After recognizing the disconnect, the company moved quickly to change what it was promoting.

• Levi's reshot its campaign, rearranged store displays, and partnered with social media content creators to generate interest in low-rise styles.
• It also stepped up digital and social advertising, while working to ensure it had enough inventory to meet demand.
• The changes began taking effect in early September, and Levi's said its US D2C business has since returned to growth.

Levi's also said it was increasing its marketing investments and putting greater emphasis on advertising that highlights specific products and encourages purchases, rather than relying solely on campaigns that build brand awareness. It plans to increase the frequency of campaigns and promotional activities designed to attract shoppers and improve conversion.

Implications for marketers: Brands need to recognize when their advertising campaigns are promoting the wrong products and course-correct before the opportunity passes. Responding quickly can help brands limit missed sales opportunities as consumer preferences change.

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