Consumers are driving just about everything at retail today, and some companies are building a robust digital presence and developing innovative concepts to keep them engaged.

At the WGSN Futures Summit in New York earlier this month, industry members came together to address retail’s uncertainty and how companies can lock in consumer loyalty amid store closures and Amazon’s dominance.

Despite retail’s uncertainty, Levi’s is cracking the consumer code with their out-of-the-box business strategies.

A rich denim history comes along with Levi’s market presence, and the retailer has developed new innovative initiatives, including wearable technology products and designer collaborations, to keep consumers part of its story.

“It’s up to my generation to leave Levi’s in a better state than we found it. We are putting all our heart and minds into it, but changing it as well,” said Levi’s Head of Global Design Jonathan Cheung. “We know the future isn’t the same and we have to jump the wave and just not get overwhelmed at the same time.”

Levi’s recent dabble in wearable technology is an example of the brand’s stay-ahead-of-the-curve commitment. In September, Levi’s and Google launched a new Levi’s Commuter Trucker Jacket—a smart denim jacket woven with conductive yearns that connect to mobile phones—for its tech-influenced consumer base. This partnership enabled Levi’s to not only be viewed as a denim authority, but a denim authority with a mission to drive innovation in coming years.

Collaborations have also been key to keeping Levi’s heritage alive. Last month, the brand celebrated the 50th anniversary of its iconic 1967 70505 Type III Trucker jacket by partnering with 50 influencers from around the world to create their own versions of the jacket, and consumers can choose the Trucker jacket that fits with their personal style aesthetics.

“We’ve got to disrupt ourselves and not think as traditional fashion school designers,” Cheung added. “You have to have a real voice and connection—having all this knowledge and data, you need to use this in a human way.”

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