The client:
Levi's
The business challenge: How can we redefine Levi's for the younger generation to prolong their eminence for the next 150 years?
Exploration and Discovery
Quantitative research objective: to learn about the jean retail category and learn how Gen Zers discover new brands and make their purchasing decisions.
"Finding the right size is the most frustrating part of shopping for jeans"
42%
40%
25%
Don't know what size to buy.
Have a hard time finding jeans that fit.
It is hard to find styles that they like.
Implications and Values
Gen Z's identity and self expression is rooted in their fashion choices.
Fashion is priority and Gen Zero are willing to spend on popular items that reflect their identity. Sustainable brand will gain favorably by creating more exposure to their products and making them easily accessible.
Challengers or Defenders
Fashion is a form of self-expression.
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We decided to defend this stance.
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Our goal is to encourage Gen Z to express their individuality through a pair of Levi's jeans.
Creative execution
