How Levi’s Used Big Data to Catch the Baggy Jeans Comeback
How Levi’s Used Big Data to Catch the Baggy Jeans Comeback When people think about how fashion trends start, they usually imagine celebrities, social media influencers, or popular TV shows setting the stage. But recently, Levi Strauss & Co. showed that big data can play just as big a role. Instead of relying only on what designers or celebrities said was cool, Levi’s turned to data to figure out what people wanted. They discovered that baggy jeans were making a big comeback, not just with teenagers on TikTok, but across all ages and genders (Bousquette, 2025). It all started when Levi’s partnered with Google Cloud back in 2020. They used this partnership to pull together tons of information from customer purchases, web browsing habits, sales through their retail partners, and even loyalty program data across more than 110 countries and 50,000 stores (Bousquette, 2025). By organizing all this information into one place, they could see patterns that would have been invis...