The Indicator | January 31st, 2025

Levi’s partnered with Google Cloud to gather data points from purchases, web-browsing, retail partner sales, and its loyalty program from 110 countries and 50,000 points of distribution into a Google database, and running daily machine-learning algorithms designed to identify and predict purchase trends. The new data system helped the company understand that baggy and loose silhouettes weren’t just for the younger generation—they were for everyone. The insight informed marketing and ordering decisions as well as influenced future design choices. (WSJ) 

Abercrombie & Fitch will host a one-day retail experience in New Orleans for Super Bowl LIX, building on the success of its licensed collection of apparel and accessories with the NFL. The Abercrombie House retail experience will feature merchandise for Super Bowl LIX, apparel for the Kansas City Chiefs and the Philadelphia Eagles, the New Orleans Saints, as well as pieces from the Abercrombie spring collection, including denim and outerwear. There will be a custom embroidery station where shoppers can personalize items and there will be meet-and-greet opportunities with NFL players. (WWD) 

Rap superstar Kendrick Lamar and award-winning fashion designer Willy Chavarria are teaming up on a limited-edition capsule collection with the NFL, inspired by Lamar’s upcoming performance at the Super Bowl halftime show. (USA Today) 

Hugo Boss shared the launch of the brand’s AI-generated content for e-commerce sites on his LinkedIn page, along with an AI-generated video of a model sporting a denim Hugo Boss set. The brand’s use of generative AI to render realistic video content with a lifelike AI model who moves sets it apart from other fashion companies who have so far used AI for image generation in still images. (Glossy) 

JCPenney rolled out its latest petite collection — a partnership with actress-singer Ally Brooke — under its private label Bold Elements. Petite is responsible for nearly 10% of all women’s apparel sales and demand for petite sizes is growing as customers look for more tailored clothing and the opportunity to mix and match pieces. Growth in petite apparel signals that the fashion industry is responding to more individualized consumer needs. (Modern Retail) 

Global beauty brands are taking part in the celebrations of the Lunar New Year. Swedish perfume brand Byredo released a campaign on the theme of homecoming in collaboration with Chinese artist Wei Yijuan. Dyson, released a limited-edition red version of its famed Airwrap, while French beauty house Guerlain launched limited-edition red and gold packaging for perfumes and lipsticks. (Glossy)