Amazon’s “Making the Cut”
Levi’s® was the first branded partner of Amazon's "Making the Cut" featuring Heidi Klum and Tim Gunn, a groundbreaking fashion focused new show where designers' winning styles are featured for purchase immediately after the show on Amazon.com.
Contestants were tasked with creating a two-look collection using Levi’s® denim, sundries and trims. The two designs included a high fashion avant-garde runway look and an accessible, ready-to-wear version of that design.
Gary Graham's winning Levi’s® Upside-Downable Trucker Jacket sold out immediately, and Amazon placed a second order to help fulfill the demand. The show was a great way to support emerging designers, celebrate Levi’s® rich history, and offer consumers a new innovative way to shop Levi’s®.
Objectives
Test & learn new and innovative ways to shop for Levi's
Position Levi's as iconic and stylish
Deep connection and storytelling with popular show content
Results
Winning design sold out immediately on Amazon.com prompting a reorder
Proved elevated price points could sell in Wholesale given the right Marketing and environment
Paved way for future collaborations with Amazon, including Levi's x Daisy Jones & the Six