- ClickZ
- Posts
- The ROI of Brand: What Levi’s Q1 Performance Reveals About Full-Funnel Marketing in 2025
The ROI of Brand: What Levi’s Q1 Performance Reveals About Full-Funnel Marketing in 2025
Lee Arthur
May 16, 2025 • Estimated Reading Time: 3 minutes
“The Levi’s® brand is stronger than ever, and we will continue to fuel this momentum through a robust product pipeline and by keeping the brand firmly at the center of culture across the globe.”
Brand Investment Is Paying Off—Literally
In Q1 2025, Levi’s reported:
$1.5B in net revenue (+3% reported, +9% organic YoY)
8% organic growth globally for the Levi’s® brand
$0.38 EPS, up 52% YoY, beating expectations
This financial strength is a direct result of Levi’s decision to maintain—and even expand—its investment in brand awareness marketing during volatile market conditions.
One standout initiative includes Levi’s partnership with AI-powered sizing tools, allowing customers to receive tailored product recommendations online—bridging the gap between digital engagement and real-world fit. Additionally, the brand launched 'The Floor Is Yours', a global campaign spotlighting emerging creatives and changemakers wearing Levi’s, reinforcing its alignment with modern cultural storytelling.
A Sharper Focus: Core Brands, Core Value
Levi’s is streamlining its portfolio, doubling down on core growth drivers like Levi’s® and Beyond Yoga®. This ensures every marketing dollar reinforces high-growth segments where the brand sees long-term potential. By tightening its focus, Levi’s can allocate brand spend more effectively—supporting categories with proven traction and cultural relevance.
DTC Reaches 52%: The Measurement Imperative
Levi’s DTC momentum:
+12% organic DTC growth
+16% eCommerce growth
DTC now makes up 52% of total revenue
Fragmented digital journeys require robust measurement frameworks to understand true attribution. Marketers can’t rely on last-click logic here.
Margins Are Up, Even Amid Turbulence
Operating margin rose to 12.5% and adjusted EBIT to 13.4%—a 400 basis point improvement YoY. Levi’s absorbed new U.S. tariffs thanks to its diversified supply chain. Strong brands can weather storms better because consumers choose to stick around.
So What for Performance Marketers?
Levi Strauss & Co. proves brand investment drives performance. But for most marketing teams, measuring that effect is elusive. That’s where full-funnel platforms like Fospha come in—quantifying the impact of brand on bottom-line outcomes.
To replicate Levi’s success, you need the right measurement infrastructure behind the brand.
Reply