150 Years of the 501 Jean
Company Background: Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. They have some 500 stores worldwide, and their products are available in more than 100 countries.
The Challenge
The brand 's positioning as "the uniform of progress" may appear as empty words nowadays. The brand is not perceived like that anymore, but rather a "cool, trendy, fashionable" brand.
Demographics
Millennials from 27 to 42 years old
Most used in the South (37%) followed by the West (27%)
77.1% Employed Full-Time or Part-Time
Skews White American 67% followed by non-white or black American 18%
The Target Audience
Psychographics
23% are more likely to purchase a product or service from an environmental friendly company
55% Agree that comfort is the most important factor in what clothes they buy
53% Agree to make their clothes last longer
INSIGHT:
People look at fashion brands and think about what they mean nowadays, but not about what they've meant throughout history and the role they may have played in significant social movements.
DESIRED ACTION:
To think of Levi's as a brand with significant cultural and historical weight; a brand that is more than cool fashion: it was and still is the uniform of progress.
'We Were There'
A BRAND EXPERIENCE
WHAT
A traveling exhibition showing important moments and social movements throughout history in which Levi's was present, so people can learn about them and find out why Levi's truly is the uniform of progress.
WHERE
"We Were There" will take place in several History museums throughout the U.S. The exhibit will be visiting 12 different states:
California
Washington
Nevada
Arizona
Colorado
Texas
Louisiana
Illinois
Tennessee
Florida
New York
North Carolina
WHEN
The traveling exhibition will stay 1 month in each state, for a total of 12 months, to celebrate the 150th anniversary of the 501.