THE ASK: How do we get 20-35 year olds to purchase Levi's over any other brand?
THE PROBLEM: Levi's began to see a decline in sales of jeans for the 20-35 women demographics. Even before the pandemic began, Levi's numbers were decreasing.
OUR SOLUTION: Promote body positivity through the use of different models, while allowing influencers to promote our product through popular apps like TikTok and Instagram. This age group needs to know that their money will be going to a produc tthat will make them feel comfortable in their own skin.
The Situation:
Although Levi's has a very recognizable name, the decline of sales in 20-35 year old women was clear. While women were seeing Levi's ads, it was still directing them to simpler, more affordable options like Forever 21 and American Eagle.
The Realization:
This demographic fail to see that Levi's quality and range is what makes it so unique. As a young, millennial group, money is important and less likely to be spent unless truly needed.
The Opportunity:
Promote body positivity through the use of different body types in models, while allowing influencers to promote our product through popular apps like TikTok and Instagram. This age group needs to know that their money will be going to a product that will make them feel comfortable in their own skin.
Our Approach:
- Survey
- Focus Group
- Secondary Research
Get/To/By:
Get consumers that believe Levi's jeans are quality products yet too expensive or only adhere to certain body types
To realize that they are paying for high quality products, and that Levi's offers a multitude of different products
By pushing Levi's online catalogue and diversifying its selection of models.
Our Findings:
Money is Important.
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Millennials and Generation Z are very frugal about their money. Many people in these generations are college students or recent college graduates, making them not have the extra funds in order to splurge on something like jeans.
Brands, Brands.... Affordable!
These generations have shifted from only wanting to wear name brands, into wearing what is most comfortable for them. Target and Walmart retail stores have been able to up their clothing game by providing popular styles at a more affordable price.
Comfort over ALL.
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They are all about their comfort. Leggings are very popular bottoms that provide the support many women are looking for. Especially in today’s time in which we have been staying at home for work and school, many women have not found the need to find jeans as they are lounging around in their house most of the days.
"She Looks Like Me!"
No woman has the same body type as the next. Inclusion in styles and sizes is only the first step in order to give a woman the image of being in Levis jeans. Promoting different body types on ads in stores or in the media is a very important aspect in order to be able to target Millennials and Generation Z.
Our Target:
Meet Sarah! She is a 23-year-old recent college graduate living in the city. She is a very outgoing, charismatic person, with a job as a human resources specialist. Outside of work, Sarah enjoys discovering new restaurants, and taking weekend trips with her friends. She is active on social media, and enjoys following online trends.
I completed this semester project during my Account Planning class my Fall 2020 semester at Texas State University alongside my four group members.
My Role: Researcher, Focus Group Participant, Strategist, Presentation