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Chi Wai Lima | Strategic Brand Consultant




                                   CAse sTUdy
                                   strategic Positioning for Levi strauss and Company
                                   Jan	–	May	2011
                                   Team	members:	Brian	Gaffney,	Chi	Wai	Lima,	Manal	Nassar,	Natasha	Saipradist




The Challenge                            Our Approach
Explore the relationship                 1.	 The	team	began	the	engagement	by	immersing	ourselves	into	the	Levi’s	archive.	Our	
between Levi Strauss and                     goal	was	to	learn	as	much	about	the	brand’s	history	as	possible	and	understand	what	
Company, its existing customer               influenced,	informed	and	inspired	their	product	and	process	decisions.		
base and its target consumers.
Our goal is to identify                  2.	 The	team	conducted	an	audit	of	how	the	brand	is	living	up	to	its	heritage-based	tagline,	
initiatives that enable the                  “Go	Forth.”	We	researched	recent	product	and	process	innovations	and	reviewed	
brand to maintain relevance                  current	advertisements,	commercials,	sponsorships,	collaborations	and	community-based	
with a younger demographic                   programs	to	understand	how	the	brand	was	acting	out	its	brand	positioning.
without alienating its older
                                         3.	 The	team	conducted	an	analysis	of	the	categories	in	which	Levi’s	competes,	to	gain	a	
customers. By infusing our
                                             solid	grasp	on	the	alternatives	that	are	available	to	Levi’s	customers	and	likely	consumers,	
future strategic positioning
                                             at	all	levels	of	the	categories’	spectrum:	low-cost,	mid-range	and	premium.	
possibilities for Levi’s with
the historic spirit of the brand         4.	 The	team	observed	how	the	brand	lives	and	breathes	in	the	hands	of	consumers.	We	
— explorer and pioneer —                     spent	time	in	retail	stores,	watching	consumers	shop,	and	online,	reading	reviews	from	
combined with contemporary                   social	media	sites	owned	by	the	brand	and	third	parties.		
perspectives on the role of
self-discovery and community,            5.	 The	team	conducted	a	trend	analysis	to	determine	Levi’s	role	in	and	relationship	to	
we produce initiatives through               contemporary	culture,	and	identify	the	brand’s	opportunities	to	optimize	or	increase	its	
real and specific product                    social	influence.
planning ranging from the                After	gathering	information,	the	team	was	able	to	identify	the	brand’s	core	equities	and	
practical to the ambitious.              define	the	key	insights	on	which	the	team	would	make	its	ultimate	recommendations.

                                         Key Insights
                                         1. From Levi’s History
                                         	 Immersing	ourselves	in	the	Levi’s	brand	gave	our	team	insights	of	how	the	brand	might	
                                            grow.	Levi’s	has	constantly	referenced	their	heritage	as	a	pioneer	when	moving	forward.	
                                            They	develop	products	with	authenticity	in	mind	that	is	fitting	for	their	consumers.	
                                            Whether	it’s	about	being	socially	responsible,	environmentally	sustainable,	supporting	
                                            social	causes,	or	inspiring	the	community	to	be	creative,	Levi’s	has	shown	that	impacting	
                                            the	society	in	a	positive	way	is	more	valuable	than	just	making	profits.	We	feel	that	these	
                                            behaviors	will	greatly	affect	the	future	of	the	brand	and	our	propositions	for	Levi’s	future	
                                            strategic	positionings.

                                         2. Cultural Trends
                                         	 The	following	are	relevant	cultural	trends	identified	during	the	exploration	of	the	brand.

                                             Urban Roots
                                         	   Greenwashing	and	technology	overload	have	made	consumers	weary,	and	one	way	
                                             to	overcome	this	is	by	adding	an	urban	edge	to	the	term	“locally	made.”	This	places	
                                             great	pride	into	one’s	community	as	experts	of	crafting	items	from	scratch,	as	well	as	
                                             allowing	people	to	feel	that	they	are	closer	to	the	reality	of	products	being	made.	It’s	not	
                                             somewhere	abstract	and	far	away	but	very	close	to	home.

                                            Nostalgia
                                         		 Our	society	is	undergoing	an	extreme	digitization.	How	we	interact	with	the	physical	
                                            world	is	increasingly	becoming	more	virtual	via	sleek	touch	screens	on	smart	phones	and	
                                            tablets.	There	is	a	hunger	for	tangible	experiences	in	the	analogue	world,	where	contact	
                                            is	physical	and	relationships	are	long	lasting.	




917.817.7263		|		chiwai.lima@gmail.com		|		www.vitamincdesign.com	                                                                       1
CAse sTUdy (CONTINUed)
strategic Positioning for Levi strauss and Company

                                      	   Cultural	Trends	(continued)

                                          Fluidity
                                      	   We	are	seeing	blurring	boundaries	between	many	contradictory	elements	and	categories	in		
                                          society.	For	example,	there	are	less	distinctions	of	stereotypes	between	men	and	women,	
                                          ugliness	and	beauty,	life	and	machine,	virtual	and	reality,	and	the	mundane	and	the	strange.	

                                          dramatic Technology
                                      	   The	great	movement	towards	3D	from	movies	to	gaming	highly	engages	viewers	and	
                                          heightens	the	need	to	see	graphics	in	a	dramatic	way.	By	using	their	body	to	give	directions,	
                                          customers	interact	and	control	what	they	see	and	do	onscreen,	placing	them	as	the	center	
                                          of	attention.

                                      Our Propositions
                                      Using	the	key	insights	we	found,	our	proposals	plan	to	maintain	and	grow	Levi’s	market	
                                      position	and	mindshare	as	the	global	apparel	brand	of	choice	for	pioneers	and	rebels,	no	
                                      matter	the	audience	or	age.

                                      1. second Life
                                      	 Possible collaboration partner: Etsy

                                      	   Levi’s	has	a	heritage	of	supporting	local	communities	and	environmental	responsibility.	Their	
                                          jeans	labels	currently	state,	“Please	donate	when	no	longer	needed.”	However,	donating	or	
                                          recycling	clothing	is	often	inconvenient,	or	for	nostalgic	reasons,	someone	is	reluctant	to	let	
                                          go	of	a	worn-out,	favorite	pair	of	jeans.	

                                      	




                                          Levi’s	will	pair	up	with	Etsy	and	start	a	recycling	program	where	participants	bring	in	their	
                                          old	jeans,	corduroys	or	khakis	to	the	store	(and	they	do	not	have	to	be	Levi’s,	but	if	they	
                                          are,	the	customer	can	get	a	store	credit).	Participants	match	up	with	an	Etsy	artist	who	will	
                                          create	a	new	item	out	of	their	old	trousers.	This	is	a	great	partnership	for	Levi’s	because	
                                          Etsy’s	success	is	due	to	a	network	of	entrepreneurial,	independent	artists,	who	are	pioneers	
                                          themselves.	For	those	who	are	nostalgic,	their	beloved	jeans	can	be	given	a	new	life.	This	
                                          fulfills	Levi’s	heritage	of	environmental	responsibility	by	extending	the	lives	of	products	and	
                                          supporting	local	entrepreneurs.	

                                      2. dance Forth
                                      	 Arts	are	one	form	of	self-expression	that	enable	people	to	push	boundaries	and	discover	
                                         more	about	themselves.	Levi’s	is	heavily	involved	with	the	arts,	from	sponsoring	music	
                                         concerts	to	setting	up	community	workshops	for	silkscreening	and	photography.	One	area	
                                         of	the	arts	that	Levi’s	could	leverage	is	in	dance,	which	is	about	freedom	and	movement.

                                      	   For	example,	Levi’s	could	sponsor	and	outfit	avant-garde	dance	troupes	such	as	Tanztheater	
                                          Wuppertal	Pina	Bausch	or	Fuerza	Bruta.	Collaborations	with	artists	can	be	switched	across	
                                          a	variety	of	seasons	or	theatre	venues.	By	supporting	dance,	Levi’s	would	widen	its	range	of	
                                          sponsorship	for	the	arts	and	engage	new	audiences	through	relationships	with	unorthodox	
                                          artists	and	bolster	the	company’s	brand	messaging	of	being	a	pioneer	and	going	forth.	




Chi Wai Lima, Strategic Brand Consultant | 917.817.7263		|		chiwai.lima@gmail.com		|		www.vitamincdesign.com	                            2
CAse sTUdy (CONTINUed)
strategic Positioning for Levi strauss and Company

                                      	   Our	Propositions	(continued)
                                      3. Global Batwing Rush
                                         Possible collaboration partner: Amazing Race

                                      	   The	Global	Batwing	Rush	campaign	strengthens	the	brand	as	a	contemporary	pioneer.		
                                          Levi’s	can	place	hidden,	iconic,	red	Batwing-logo	artwork	or	stickers	around	the	world,	
                                          encouraging	the	consumers	to	explore	and	find	as	many	Batwings	possible.	Once	a	Batwing	
                                          is	found,	the	modern	pioneer	can	choose	to	geotag	it	with	a	smartphone,	and	it	would	
                                          appear	on	an	interactive	map	with	their	name	as	the	discoverer.	Anyone	can	view	the	found	
                                          Batwings,	clues	for	those	yet	to	be	revealed,	and	learn	about	the	individual	explorers	who	
                                          found	all	these	Batwings.




                                      	   The	collaborative	nature	of	this	campaign	will	help	foster	relationships	and	bring	people	
                                          together.	The	incentive	here	speaks	to	the	pure	satisfaction	of	discovering	something	and	
                                          having	your	achievement	recognized.	It	combines	the	anticipation	of	a	limited	time	event,	
                                          the	membership	quality	of	a	community,	the	experience	of	discovery,	globalisation,	and	the	
                                          longer-term	ability	to	leverage	the	results	in	other	forms	of	communications.

                                      4. direct Trade denim
                                      	 When	we	discovered	the	following	quote	from	Erik	Joule,	Levi’s	SVP	Merchandising	and	
                                         Design,	“Levi’s	operates	at	the	intersection	of	style	and	sustainability,”	we	knew	that	we	had	
                                         encountered	a	stroke	of	insight	that	spanned	the	generations	that	included	Levi’s	existing	
                                         market	and	target	consumer:	environmental	concern,	and	on	which	we	could	build	a	future	
                                         for	the	company.		

                                      	   The	expression	of	this	idea	resulted	in	a	product	innovation	that	redefines	the	premium	
                                          category:	Direct	Trade	Denim.	Taking	advantage	of	the	current	trends	in	collaborative	and	
                                          conscious	consumption,	sourcing	organic	and	sustainably	grown	Supima	cotton	from	the	
                                          US	and	indigo	from	India	is	a	great	partnership	that	builds	on	Levi’s	commitment	to	global	
                                          community	building	and	fair	business	ethics.	The	idea	stems	from	a	practice	that	is	typically	
                                          used	for	agricultural	and	food	brands,	especially	coffee,	but	rarely	used	in	fashion.	

                                      5. Pioneering Beyond the Planet
                                         Collaboration partner: Virgin Galactic

                                      	                                  Pioneering	Beyond	the	Planet	leverages	the	brand’s	theme	of	
                                                                         discovery	in	a	simple,	uncomplicated	event	tie-in	with	“Pioneer	
                                                                         in	Chief”	Richard	Branson’s	new	Virgin	Galactic,	the	first	
                                                                         private	commercial	airline	in	the	world	to	provide	commercial	
                                                                         sub-orbital	spaceflight.	What	better	way	to	stay	true	to	Levi’s	
                                                                         pioneering	spirit,	than	to	place	the	Batwing	in	the	company	of	
                                                                         the	first	pedestrian	space	travelers	during	their	six	minutes	of	
                                                                         weightlessness.	Virgin’s	Galactic	program	is	a	perfect	analogous	
                                          brand	for	Levi’s	and	will	help	the	brand	strengthen	its	heritage	as	a	pioneer	into	the	future.	
                                          Virgin	Galactic’s	first	flight	will	happen	sometime	between	2012–2013.	Venturing	into	space,	
                                          the	ultimate	unknown,	is	the	epitome	of	pioneering	into	the	future.



Chi Wai Lima, Strategic Brand Consultant | 917.817.7263		|		chiwai.lima@gmail.com		|		www.vitamincdesign.com	                           3

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Chi Wai Lima – Brand Strategist

  • 1. Chi Wai Lima | Strategic Brand Consultant CAse sTUdy strategic Positioning for Levi strauss and Company Jan – May 2011 Team members: Brian Gaffney, Chi Wai Lima, Manal Nassar, Natasha Saipradist The Challenge Our Approach Explore the relationship 1. The team began the engagement by immersing ourselves into the Levi’s archive. Our between Levi Strauss and goal was to learn as much about the brand’s history as possible and understand what Company, its existing customer influenced, informed and inspired their product and process decisions. base and its target consumers. Our goal is to identify 2. The team conducted an audit of how the brand is living up to its heritage-based tagline, initiatives that enable the “Go Forth.” We researched recent product and process innovations and reviewed brand to maintain relevance current advertisements, commercials, sponsorships, collaborations and community-based with a younger demographic programs to understand how the brand was acting out its brand positioning. without alienating its older 3. The team conducted an analysis of the categories in which Levi’s competes, to gain a customers. By infusing our solid grasp on the alternatives that are available to Levi’s customers and likely consumers, future strategic positioning at all levels of the categories’ spectrum: low-cost, mid-range and premium. possibilities for Levi’s with the historic spirit of the brand 4. The team observed how the brand lives and breathes in the hands of consumers. We — explorer and pioneer — spent time in retail stores, watching consumers shop, and online, reading reviews from combined with contemporary social media sites owned by the brand and third parties. perspectives on the role of self-discovery and community, 5. The team conducted a trend analysis to determine Levi’s role in and relationship to we produce initiatives through contemporary culture, and identify the brand’s opportunities to optimize or increase its real and specific product social influence. planning ranging from the After gathering information, the team was able to identify the brand’s core equities and practical to the ambitious. define the key insights on which the team would make its ultimate recommendations. Key Insights 1. From Levi’s History Immersing ourselves in the Levi’s brand gave our team insights of how the brand might grow. Levi’s has constantly referenced their heritage as a pioneer when moving forward. They develop products with authenticity in mind that is fitting for their consumers. Whether it’s about being socially responsible, environmentally sustainable, supporting social causes, or inspiring the community to be creative, Levi’s has shown that impacting the society in a positive way is more valuable than just making profits. We feel that these behaviors will greatly affect the future of the brand and our propositions for Levi’s future strategic positionings. 2. Cultural Trends The following are relevant cultural trends identified during the exploration of the brand. Urban Roots Greenwashing and technology overload have made consumers weary, and one way to overcome this is by adding an urban edge to the term “locally made.” This places great pride into one’s community as experts of crafting items from scratch, as well as allowing people to feel that they are closer to the reality of products being made. It’s not somewhere abstract and far away but very close to home. Nostalgia Our society is undergoing an extreme digitization. How we interact with the physical world is increasingly becoming more virtual via sleek touch screens on smart phones and tablets. There is a hunger for tangible experiences in the analogue world, where contact is physical and relationships are long lasting. 917.817.7263 | chiwai.lima@gmail.com | www.vitamincdesign.com 1
  • 2. CAse sTUdy (CONTINUed) strategic Positioning for Levi strauss and Company Cultural Trends (continued) Fluidity We are seeing blurring boundaries between many contradictory elements and categories in society. For example, there are less distinctions of stereotypes between men and women, ugliness and beauty, life and machine, virtual and reality, and the mundane and the strange. dramatic Technology The great movement towards 3D from movies to gaming highly engages viewers and heightens the need to see graphics in a dramatic way. By using their body to give directions, customers interact and control what they see and do onscreen, placing them as the center of attention. Our Propositions Using the key insights we found, our proposals plan to maintain and grow Levi’s market position and mindshare as the global apparel brand of choice for pioneers and rebels, no matter the audience or age. 1. second Life Possible collaboration partner: Etsy Levi’s has a heritage of supporting local communities and environmental responsibility. Their jeans labels currently state, “Please donate when no longer needed.” However, donating or recycling clothing is often inconvenient, or for nostalgic reasons, someone is reluctant to let go of a worn-out, favorite pair of jeans. Levi’s will pair up with Etsy and start a recycling program where participants bring in their old jeans, corduroys or khakis to the store (and they do not have to be Levi’s, but if they are, the customer can get a store credit). Participants match up with an Etsy artist who will create a new item out of their old trousers. This is a great partnership for Levi’s because Etsy’s success is due to a network of entrepreneurial, independent artists, who are pioneers themselves. For those who are nostalgic, their beloved jeans can be given a new life. This fulfills Levi’s heritage of environmental responsibility by extending the lives of products and supporting local entrepreneurs. 2. dance Forth Arts are one form of self-expression that enable people to push boundaries and discover more about themselves. Levi’s is heavily involved with the arts, from sponsoring music concerts to setting up community workshops for silkscreening and photography. One area of the arts that Levi’s could leverage is in dance, which is about freedom and movement. For example, Levi’s could sponsor and outfit avant-garde dance troupes such as Tanztheater Wuppertal Pina Bausch or Fuerza Bruta. Collaborations with artists can be switched across a variety of seasons or theatre venues. By supporting dance, Levi’s would widen its range of sponsorship for the arts and engage new audiences through relationships with unorthodox artists and bolster the company’s brand messaging of being a pioneer and going forth. Chi Wai Lima, Strategic Brand Consultant | 917.817.7263 | chiwai.lima@gmail.com | www.vitamincdesign.com 2
  • 3. CAse sTUdy (CONTINUed) strategic Positioning for Levi strauss and Company Our Propositions (continued) 3. Global Batwing Rush Possible collaboration partner: Amazing Race The Global Batwing Rush campaign strengthens the brand as a contemporary pioneer. Levi’s can place hidden, iconic, red Batwing-logo artwork or stickers around the world, encouraging the consumers to explore and find as many Batwings possible. Once a Batwing is found, the modern pioneer can choose to geotag it with a smartphone, and it would appear on an interactive map with their name as the discoverer. Anyone can view the found Batwings, clues for those yet to be revealed, and learn about the individual explorers who found all these Batwings. The collaborative nature of this campaign will help foster relationships and bring people together. The incentive here speaks to the pure satisfaction of discovering something and having your achievement recognized. It combines the anticipation of a limited time event, the membership quality of a community, the experience of discovery, globalisation, and the longer-term ability to leverage the results in other forms of communications. 4. direct Trade denim When we discovered the following quote from Erik Joule, Levi’s SVP Merchandising and Design, “Levi’s operates at the intersection of style and sustainability,” we knew that we had encountered a stroke of insight that spanned the generations that included Levi’s existing market and target consumer: environmental concern, and on which we could build a future for the company. The expression of this idea resulted in a product innovation that redefines the premium category: Direct Trade Denim. Taking advantage of the current trends in collaborative and conscious consumption, sourcing organic and sustainably grown Supima cotton from the US and indigo from India is a great partnership that builds on Levi’s commitment to global community building and fair business ethics. The idea stems from a practice that is typically used for agricultural and food brands, especially coffee, but rarely used in fashion. 5. Pioneering Beyond the Planet Collaboration partner: Virgin Galactic Pioneering Beyond the Planet leverages the brand’s theme of discovery in a simple, uncomplicated event tie-in with “Pioneer in Chief” Richard Branson’s new Virgin Galactic, the first private commercial airline in the world to provide commercial sub-orbital spaceflight. What better way to stay true to Levi’s pioneering spirit, than to place the Batwing in the company of the first pedestrian space travelers during their six minutes of weightlessness. Virgin’s Galactic program is a perfect analogous brand for Levi’s and will help the brand strengthen its heritage as a pioneer into the future. Virgin Galactic’s first flight will happen sometime between 2012–2013. Venturing into space, the ultimate unknown, is the epitome of pioneering into the future. Chi Wai Lima, Strategic Brand Consultant | 917.817.7263 | chiwai.lima@gmail.com | www.vitamincdesign.com 3

Notes de l'éditeur

  1. An invitation to a private concert with Yo-Yo Ma and Emanuel Ax at the Metropolitan Museum of Art. The rich, red colors printed on light metallic paper convey a sense of elegance and warmth. The invitation looks upscale and intimate. Winner of the American Graphic Design Award 2006 (Category: Announcements, Invitations and Cards)