MUJIA LIU

Levi’s used to be a staple wardrobe item for young people, they loved Levi’s.

However…

Younger generation tends to choose yoga pants & stretchy leggings that can be both casual and comfortable

Levi’s has lost its cultural icon place to a great extent

Levi’s Has Lost Its Icon Place In Young Generation

Denim’s Popularity Is Declining Among Teens, AsAthleisure Takes Over

SOURCE FROM BUSINESS INSIDER

The Jeanswear Market In The United States Is Saturated

Now it is functioning in a crowed marketplace with influx competitors

VF Corporation, Fifth & Pacific Companies, True Religion and Levi Strauss are major players in the U.S. denim industry

Consumers’ Favorite Jeans Brands:• Levi’s• Lee• Wrangler • GAP

SOURCE: COTTON INCORPORATED SUPPLY CHAIN DEMIN JEANS: STATE OF THE U.S MARKET

Levi’s LuLuLemon Lee Wrangler

Key Message

s

• Authentic “American”

• Jeans Can Fit Everyone

• Active Lifestyle

• Physical Fitness

• Fits Your Body

• Stylish • Cheap

• Functional • Comfortable

Channel• Magazines • Internet

• More Than 90% On Internet

• Digital Media

• Public Welfare Activity

• Magazines • Printed Ads

TargetCustomers

• DiverseDemographic

Groups

• Yoga Practicer

• Runner• Well-

educated, Affluent people

• Young People Who Pursue Fashion

• More Towards Men

• Especially Labor-Intensive Workers

Levi’s VS Competitors

Levi’s will target at…

Source:eMarket

People Aged 18-34 Are Heavy Users Of Instagram

Key Message: PUTTING YOUR LEVI’S ON, YOU CAN BE THE NEXT ICON

# Levi's Campaign

Collaborate with HOT InstagrammersBecause…

They are Icon Models

Carry More Credibility with Young Consumers

How This Campaign Works…

Ask customers to post photos or videos through Instagram, with the hashtag #LiveinLevi’sPut HOT Instagrammer’s daily looks on Levi’s official Instagram page, ask followers to select the TOP 5 Best Icon LooksCollecting “Likes & Comments” from followersChance to win coupons on Icon’s Must-Have Item

Functional Benefits:Trendy

Innovative Technology

Convenience

Mobility

• Emotional BenefitsExpress Yourself Confidently

Embrace Yourself

Be Accepted By Social Peers

ReferenceAcross U.S., jeans shelved as trend toward 'athleisure' grows. (n.d.).

Retrieved December 11, 2014, from http://www.omaha.com/living/across-u-s-

jeans-shelved-as-trend-toward-athleisure-grows/article_13792c05-1e0f-5fae-

98fd-7a53f405fb3d.html

Ad of the Day: Levi's. (n.d.). Retrieved December 11, 2014, from

http://www.adweek.com/news/advertising-branding/ad-day-levis-142551

Bhasin, K. (2014, August 21). Levi's Plan To Save Blue Jeans: Make Them

More Like Yoga Pants. Retrieved December 11, 2014, from

http://www.huffingtonpost.com/2014/08/21/levi-blue-jean_n_5698299.html

UnzippedLevis -. (n.d.). Retrieved December 11, 2014, from

http://unzippedlevis.blogspot.com/p/customer-insight.html

Sean,C (2009,December 16) Defining Earned, Owned And Paid media

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-

owned-and-paid-media.html

Kirk C (2010, October) Advertising’s Future Is 3 Simple Words: Paid. Owned.

Earned http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-

3_b_774821.html