Levi Strauss & Co (LS & Co) has officially designated Raspberry AI as its core creative partner, a move that signals the end of the traditional, months-long sampling cycle. By deploying Raspberry’s generative design platform, the heritage brand is transitioning to a ‘sketch-to-render’ workflow that delivers photorealistic visualizations in seconds. This shift is not merely aesthetic; industry data suggests, such specialized AI tools can reduce physical sampling costs by up to 30 per cent and shave nearly three months off annual production timelines. For a brand managing complex denim washes and textures, the ability to visualize fabric drape and ‘on-body’ fit digitally allows for design approvals long before a single yard of denim is cut.
ERP modernization as a catalyst for AI scalability
The partnership is the creative centerpiece of a broader 10 billion revenue roadmap. Currently, LS & Co has completed 60 per cent of its global ERP overhaul, a foundational project described by Harmit Singh, CFO as a ‘big data unlock.’ This infrastructure modernization is essential for feeding high-fidelity inventory and supply chain data into AI models, ensuring that the creative outputs from Raspberry AI are grounded in manufacturing feasibility. By synchronizing design with real-time data, the company aims to improve sell-through rates by 12 per cent, matching its ‘denim lifestyle’ offerings - including expanding tops and women’s categories - to precise consumer demand forecasts.
QOmnichannel evolution and the 55 per cent DTC Target
This technological pivot directly supports Levi’s aggressive ‘DTC-first’ strategy, with direct-to-consumer sales expected to account for 55 per cent of total business by 2027. Beyond the design studio, the integration enables the creation of diverse, AI-generated campaign imagery, facilitating a more inclusive digital flagship experience without the logistical constraints of traditional photography. As e-commerce revenues increased by 22 per cent organically in recent quarters, the deployment of ‘super agent’ platforms and generative tools is positioned to set a new benchmark for agility. By automating technical design bottlenecks, LS & Co is empowering its workforce to focus on high-value innovation, ensuring the 153-year-old brand remains at the vanguard of the retail renaissance.
Pioneering the denim lifestyle
Levi Strauss & Co is a global apparel leader famed for inventing the blue jean in 1873. Today, it operates across 110 countries, focusing on its ‘head-to-toe’ denim lifestyle strategy. With FY2025 organic revenue growth at 7 per cent, the company is currently scaling its direct-to-consumer footprint and diversifying into premium segments like the "Blue Tab" collection to reach its 10 billion mid-term revenue target.
