DESIGNER

Madie Walters

PROFILE/DESCRIPTION

Part 1:

Levi Strauss & Co. is a company founded in 1853 by Levi Strauss. He opened his business in San Francisco California in the height of the California Gold Rush. During his work he realized that the working people needed sturdy clothes that would last. He and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873. Today, we call them "blue jeans". What started as a company targeted to the American workers transformed into a fashion stable. Levi’s have been used by miners, cowboys, rebels, rock stars, presidents and everyday men and women. “Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. We have some 500 stores worldwide, and our products are available in more than 100 countries. The Levi’s® brand is just part of our story. We’re also home to Dockers®, Signature by Levi Strauss & Co.™, Denizen® and Beyond Yoga®.” (Levi Strauss History).

Location: Levi’s headquarters is located at 1155 Battery St, San Francisco, California, 94111, USA

Range of products: Levi Strauss & Co. sells a vast, constantly evolving range of apparel like jeans, tops, jackets, and accessories in more than 110 countries. They operate approximately 3,400 brand-dedicated stores and shop-in-shops worldwide.

Products: Levi’s most popular products are their various cuts of jeans including their most iconic “501”, “Low Loose”, and “Super Low Loose”. Each of these various cuts of jeans are known for their comfortability, durability, and iconic red tab and tan leather patch on the back displaying two horses pulling a pair of jeans in opposite directions displaying their durability.

Social Values:

• Levi’s takes public stands on social issues, including gun violence prevention, LGBTQ+ equality, and racial justice. They were the first Fortune 500 company to offer health benefits to unmarried domestic partners in 1992.
• Levi's focuses on creating durable products ("Buy Better, Wear Longer") and has set strict goals for water stewardship, reducing emissions, and using sustainable materials to combat the fashion industry's environmental footprint.
• The company supports voter engagement and reproductive justice, and actively works to ensure fair treatment and well-being for workers throughout their supply chain.
•  Through the Levi Strauss Foundation, the company invests in community partners worldwide and provides paid time off for employees to volunteer.

Workplace:

• Empowerment & Well-being: The company focuses on worker well-being, offering mental health resources through partnerships with firms like Thrive Global, and a flexible, hybrid work model known as "SEAM(less)".
• Community Day: The company hosts an annual global day of service where employees volunteer in their local communities.
• Employee Recognition: The company has a generally positive reputation and prides itself on a "human-centered"

Beliefs: Levi's operates on the core belief that how they make their products is as important as the products themselves. 

• "Profits Through Principles": The firm believes in leveraging its business success to be a force for positive change.
• Authentic Self-Expression: Levi's believes in promoting body positivity and allowing employees and consumers to be their authentic selves.
• Responsible Stewardship: They believe in acting as responsible stewards of natural resources, aimed at building a more sustainable future.
• Courageous Leadership: The company believes in using its voice to speak out on important societal issues to drive change.

Part 2:

I chose Los Angeles County (more Downtown LA). There is a large population of gen-z and millennial consumers. Because Levi’s is a well established brand, I found it would be best to pick a high traffic city with many young people looking to follow fashion trends (which Levis has primarily shifted over to over the 21st century). With a vibrant city life Levis are very convertible from day to night. 

Part 3:

Brand advantages: Aesthetically Pleasing, Popular, Consistent, Simple

Brand attributes: High Quality, Comfortable, Durable, Casual, Reliable

Brand experiences: Iconic, Authentic Honest, Durable/Quality, Effortless

Goals:

My Goals for my ad campaign is to advertise different cuts of blue Levi's jeans using the tag-line “Live In Levi’s”. Each poster will display a model in the real world indulging in an activity. For example, hiking, hanging out with people, going to the grocery store, etc. The purpose of my ad is to allow the consumer to see the versatility of Levi’s denim. I will shoot photos of the models facing their back to the camera to display the iconic leather patch and red tag. I want this ad to feel upbeat and fun to create a positive association, as well as making it visually fun for the viewer. Each Levi’s has a story. What's yours?