Levi's Marketing growth strategy proposal

The marketing growth strategy proposal for the company involves a strategic investment in accessories, opening up new avenues for brand exploration. Targeted towards a youthful female demographic, our upcoming release will feature a handbag available in three different denim colors, aptly named the "501 Lady's Jeans Handbag," drawing inspiration from the iconic 501 jeans line and harnessing the strength of denim. (501® Campaign | Levi’s® US, 2020) 
To complement this exciting product launch, we're forging a valuable strategic partnership with Macy's. Macy's is currently focusing on Gen Z through promotional campaigns in social media channels (Macy’s Gen Z Campaign, 2023) aligning perfectly with our brand's target market for the coming years. This mutually beneficial partnership will enhance credibility for both Macy's and Levi's, while simultaneously bringing Levi's products closer to newer generations. 
In our journey to engage more effectively with new generations and our current audience, we will leverage social media through the following steps: 
1. Collaborate with authentic influencers to create content targeting Gen Z and Alpha, specifically featuring our new handbag. 
2. Focus content creation on this release, tailoring it to resonate with new generations. 
3. Elevate engagement levels through personalized TikTok challenges centered around this product. 
These strategic moves will empower us to build a stronger connection with our target audience and the emerging generations, ensuring the brand remains relevant and engaging in today's dynamic market. (Brafton, 2022)