For Levi’s, collaborating with NewJeans represents the brand’s overarching focus on reaching Gen Z consumers where they are—which is, increasingly, TikTok. During an appearance on Ad Age’s Marketer’s Brief podcast in January, Karen Riley-Grant, Levi’s chief marketing officer, said the company has “really sharpened [its] focus on Gen Z to make sure [it’s] cementing the fanbase for the next 150 years.” TikTok has been hugely important in the brand’s efforts on this front, she added.
Like all retailers, Levi’s is battling for share of wallet at a time when many consumers are reluctant to spend. The company recently reported a 6% revenue decline to $1.6 billion for the fourth quarter, though full-year sales were up 7% to $6.2 billion.
The all-girl musical group from South Korea, made up of five members—Minji, Hanni, Danielle, Haerin and Hyein—has quickly evolved into a global juggernaut since breaking onto the K-pop scene last August. Though the group debuted less than a year ago, they’ve already attracted a loyal fanbase and amassed a combined 13 million followers across TikTok, Instagram and Twitter. NewJeans’ popularity within the U.S. has been bolstered by the virality of one of the group’s newest songs, “OMG,” which swept across social media channels and has been used in nearly 500,000 TikTok videos.
from Digital Marketing Education https://ift.tt/dXq2nl4
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