Levis brandzine issue 1 project 3 by Ashley Jade Moss

LEVIS THE THEN, THE NOW & THE OTHER

OUR STYLE MAY BE AS FRESH AS TOMORROW, BUT WE GO WAY BACK - TO 1853

Here at Levi Strauss & Co we have been dedicated to crafting the worlds finest and most durable denim for over 140 years. Innovation is in our blood and something we've been channeling since we invented the famous blue jean in 1873. I guess that’s why where the global leader. By 1877 we became the largest jean manufacturer and still to this day we have some 500 stores in 110 countries. We are also home to Dockers® and Denizen®. We are one of the world’s largest apparel companies, and proud.

GO FORTH.

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

HISTORY & HERITAGE It all began in 1853 when Levi Strauss moved from Buttenheim, Bavaria to San Francisco to set up his dry goods business. Here he began selling an array of goods to retailers in the American west. In 1872 Levi Strauss teamed up with tailor Jacob Davis from Reno, Nevada to create work wear made from brown cotton duck and true blue denim, riveted for extra strength. The following year, 20th May 1873, the U.S. Patent and Trademark Oﬀice granted patent #139,121 to Levi Strauss and Jacob Davis for their invention. The blue jean, originally called “XX,” was born. 1886 saw the infamous two horse logo that demonstrated to the strength and durability of the jeans branded onto the leather patch of each pair. This is still used today. Then in 1890, the Blue jeans originally named XX was given is iconic lot number 501®. This has since gone onto be the world’s bestselling item of clothing. From the late 1800’s the early 1900’s Levi Strauss & Co® introduced performance gear, Khakis, Coats, kids koveralls an all in one denim overall for children and Freedomalls, an alternative clothing choice for women, freeing them from the restrictive clothing of that era. The interest surrounding the modern jean had started to spread from the 1920s however this was largely restricted to western states with cow boys being a huge fan of the products. The Levis® brand quickly became synonymous the western wearer and a life of freedom and independence. Eastern states caught onto the craze around the 1930s, when vacationing easterners returned home after purchasing a pair of Levis® from western ranches

thus spreading the western guise around the country. The 1930’s also saw Levis® create the first pair of jeans for women. Not dissimilar to the men’s 501®, the ladies jeans owed their feminine allure to a slightly higher, tighter waist band. A much more fashionable statement. It was around this time that the eminent red label with the word LEVI’S® stitched on in white capitals, was first placed onto the right back pocket of Levis® jeans. This was done to set apart Levis® from fellow competitors. Again this is still used today and recognised globally. By the 1950s denim had featured a lot in movies and TV shows, usually worn by characters playing juvenile delinquents such as greasers, mods, rockers, hippies and skinheads.. The denim look quickly became associated as being a rebel uniform causing schools mainly in the east to ban this attire to prevent students forming a denim clan pushing against authority. Not long after, Levis® unveiled a family line to its product ranges. This is really when casual attire was born. What was once purely durable work wear was now seen as a fabric suitable for the whole family. Prior to the 1960s, Levis® 501 jeans were shrink to fit. The size on the garment indicated what size the jeans were prior the shrinking process. This meant that customers would marinade their jeans in hot water shirking them to their desired fit. These uniquely sized jeans are still hugely popular to this day. However the 1960s saw numerous changes to the way jeans were and how they are today. Firstly Levis® began selling preshrunk jeans; this was a revolutionary move for the jeans market. Now even more people had

the opportunity to wear our famous jeans without having the hassle of shirking them themselves. Much more convenient. Slim fits were also introduced. A 5 pocket twill trouser for the younger guy, inspired by the slimmer silhouettes of the era. These jeans were nick names White Levi’s®, purely because, what do you call blue jeans that aren't blue? We also patented out new product StaPrest®. This is where we create permanent creases in fine trousers and shirts. We have since reintroduced The StaPrest® pants collection in our Spring 2012 Collection.

dor & Associates. This has since become so recognised it is often used as shorthand for the brand. During the 1980’s to the 1990’s we made clothing for the athletes competing in the 1980 and 1984 Olympic games, launched our 1st TV ad for our 501® jeans, introduced our Dockers brand, devised our first comprehensive set of standards for contractors promoting fair labour standards and workers’ rights and launched Levi’s® Vintage Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of historic Levi’s® garments. Then in 1999 our 501® jeans were named fashion item of the century. Not bad ay.

Our famous batwing logo was also designed in the late 1960s by Walter Lan-

(WWW.LEVIS.COM)

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

THESE DAYS

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

In 2010 we created a new range for our female market called Curv ID. We developed these revolutionary jeans through studying more than 60,000 body scans and communicating with women of all shapes and sizes from all over the world, asking them what they feel the ‘average Joe’ of jeans is missing, and what personally would make them feel more comfortable and confident. The jeans have, slightly curved side seams, perfectly pitched waistband to frame your curves and A contour that lengthens the look of your legs

Then in 2011 we brought out our Water < Less collection®. On average a pair of jeans uses 42 liters of water during the finishing process . Our Water < Less collection® reduced water consumption by 96%. Its the intersection of style and sustainability. Shortly after, we brought out our commuter line collection, specifically designed for the urban cyclist, this products is a multifuctional performance product.

2012 saw us introduce our new global marking campaign GO FORTH. The spotlight of the campaign was our new fall/winter global collection featuring refined and tailored looks for people who dress for a purpose "Go Forth continues to be a strong platform that embodies the pioneering spirit and intrinsic values of the Levi's brand. From a creative approach, we wanted to be culturally relevant while also making the product more central to the brand narrative. Our intent is to disrupt what people think they know about the Levi's brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement - This is a pair of Levi's" - Len Peltier, Global Vice President of Creative for the Levi's Brand (WWW.LEVIS.COM)

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

PERCEPTUAL MAP

BRAND ESSENCE

(WWW.LEVIS.COM)

PERCEPTUAL MAP

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

COMPETITORS Here you can see Levi's速 7 main competitors and the price range of their men's jeans.

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

CONSUMER PROFILE Levis target consumer is 18-34 year olds. They come from a middle class back ground and are usually either in education of some form or employed. They have a keen interest in music, social networking, shopping and travel. Whilst they are very fashion conscious and follow it closely, durability is just as important to them. They are willing to pay a little more for a product providing they can trust that it will last.

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

COMMUNICATION CHANNELS

Take a look at our Pinterest Page, Pin us!

Or subscribe to out Youtube page to see all our latest videos.

Drop us your email and keep up to date on all info and oďŹ&#x20AC;ers!

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

Visit us at Facebook.com/Levis

Tweet us! keep up to date on everything that's going on as soon as it happens!

NEW CONCEPT.

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

In Fall /2013 we launched a collection built specifically designed for skateboarders. The collection consists of redeveloped classic and timeless pieces. They have been constructed to match the demands of today’s skateboarding needs. Detailing includes adding Cordura® to the denim that has exceptional abrasion resistance and Lycra T400 for added stretch and increased abrasion resistance. Mix that in with extra stitches throughout the seams and crotch to decrease the risk of blowouts, bar tacks for additional reinforcement, double layered back pockets, an internal waistband stash pocket to keep your goods safe and you’re set to roll. “Skateboarders define themselves. They do not conform to rules, and there is no standard uniform. However, almost anyone who has ever stepped on a skateboard has worn Levi’s® jeans. Featuring timeless design and meticulous craftsmanship, Levi’s® jeans have been oﬀering classic American style for more than 140 years – and Levi’s® Skateboarding Collection is the latest in Levi’s product innovation. Focusing on performance details that oﬀer skateboarders of any level greater comfort through mobility, breathability, strength & protection, the Levi’s® Skateboarding Collection is intended to withstand the harsh pun-

ishment skateboarders endure.” – Levi Strauss & Co® March 2013 saw us start our Suboard Project. Here we gatheredtogether a team of skaters, journalists, filmmakers, photographers, concrete builders and ramp builders alongside, local skateskate advocacy collective Holystoked, in building India’s first free skate park in Bangalore. Pro skaters Chet Childress, Al Partanen, Omar Salazar and Stefan Janoski came along to! It’s a massive step for skateboarding in India, described by the team as being a special project with such a massive impact. US pro Omar Salazar said after the opening bash with hundreds of locals. “Thanks to all and to the HolyStoked crew for never giving up! It’s all about taking action and doing what’s right. Look how happy skateboarding makes these kids.” However in order to enable kids from a disadvantaged back ground be able to use the park it’s vital that they have access to the necessary gear. This is where we came in. Levi’s® has initiated its #Suboard Donation Project, here Skaters can donate their used boards and have them shipped to Bangalore. #Suboard is about taking the donation process to the next level: Coinciding with the launch of the new global Levi’s® Skateboarding Collection, a series of events is going to take place in

five major European cities to celebrate skateboarding in India, showcasing ‘The Epic Build’ and supporting HolyStoked and the thriving scene in India by hosting board collections under the campaign’s #Suboard motto. All of this will also secure the future of the park. We released three videos throughout the build to keep everyone upto date on our progress. Check these out at http://www.levi.com/GB/en_GB/collections-home/men/skateboarding

WWW.KINGPIN.COM WWW.SKATEBOARDINGMAG.COM WWW.THRASHER-

MAGAZINE.COM WWW.SKATEBOARDING.TRANSWORLD.COM

#SUBOARDPROJECT

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

Since we’ve been the retailer of choice for 30+ years for skateboarders all over the world here at Levis® we thought we come up with a new concept that would provide our customers with the opportunity to combined both their love of the brand and their creative edge. We understand that each skateboarder is different from the next, defining who they are themselves. We want to embrace that. Cue drum roll…

INTRODUCING LEVIS BOARD SHOP

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

Levis Board Shop, gives customers the opportunity to build and customise their own skateboard. Each customer can decide on everything that is needed to create and entire board, this includes; The Deck – This is the board itself, customers can chose images, designs and/ or colours that that they want to be on their deck. They can also decide on the size of the deck. Sizes will range from, 18cm – 12cm. Deck prices will vary from £25 – 120 The Trucks – These are what carry your wheels. We will stock a wider variety of trucks ranging in colour, weight and performance. Truck prices will vary from £20 - £95 The Wheels – these come in various colours and sizes. Prices vary from £15 - £60 The Bearings – The bit inside the wheels. We will stock a variety of bearing that will differ in material to suite any budget. Bearings will cost between £2.99 - £125 The Riser Pads – A riser pad is a flat pad that can be mounted between the truck and the deck. Risers come in all kinds of shapes, colours and thicknesses, as well as varying degrees of stiffness. These are optional; buying them is down to personal preference. Prices range from £2 - £5 The Bolts – If you decide to use riser pad be sure to buy 1” bolts. These are the bits that tie everything together. Prices vary from £2.50 - £6.50 A complete board will cost between £67 - £412. Prices will vary from detail and quality. Flag ship stores such as London Regents Street, New York SOHO & San Francisco will have a bar at an area in the store near the skateboarding collection where customers can go and personal create or by customised boards. These stores will also have a ramp in the store so customers can try them out. Customers will also be able to customise and buy boards through Levis.com Our two main competitors that currently offer this service are Native Skate Store and SS20.

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

The New Concept will be promoted within every store. Flagship stores that will house the customizing service and boards will have promotional window displays and signage leading up to the unveiling, highlighting that it will be available in store and online. Other stores that initially wonâ&#x20AC;&#x2122;t be stocking the product and service will have pro-

motional windows and signage highlighting that it will be available at selected stores and online. If after 6 months to a year we see a huge demand for the service and product we will then assign more stores to have their own Levis Board Shop. Although we want this to be available to everyone we will avoid having it in all stores

globally to try and keep the interest and demand high. We aim to have this up and running by Summer 2014. During the count down to launch we aim to get people talking on the likes of twitter by starting a hash tag #GETCREATIVE@LEVIS. We hope that this will start a conversation amongst our customers as they will be unaware of what

it truly means. We will do similar things on our other social networking sights. We will also be appearing at skateboarding and music events with our promotional signage. â&#x20AC;&#x153;Net debt at the end of 2012 was $1.3 billion down from $1.8 billion at the end of the prior year. Due to the im-

GET CREATIVE AT LEVIS. INSTORE AND ONLINE FROM SUMMER 2014 GET CREATIVE. @ SELECTED STORES & LEVIS.COM

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

proved cash flow and our successful debt refinancing, we reduced gross debt by more than $200 million. We are committed to de-leveraging the company and strengthening the balance sheet over time.â&#x20AC;? CHIP BERGH -Presi-

dent and Chief Executive OďŹ&#x20AC;icer In recent years Levis has lost some of its market share. I believe that this is a sign of the times. Prior to the economic downturn many retailers, levis includ-

ed could rely upon customer loyalty. However with disposable cash at a minimum consumers are shopping elsewhere for a better price. It is vital that we really chanel our target consumer, inspire them, relate to them

and make them want to invest in this iconic brand.

#GETCREATIVEATLEVIS

LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

BIBLIOGRAPHY. REFERENCES. ILLUSTRATIONS. WORD COUNT WEBSITES USED www.levis.com http://www.levi.com/GB/en_GB/collections-home/men/skateboarding http://en.wikipedia.org /wiki/ Levi_Strauss_%26_Co. http://www.zazzle.co.uk/custom/ skateboards?ps=120 http://theskateboardmag.com/ 2013/06/levis-skateboarding / #.UtvhBBDFLIV http://levistrauss.com/files/lsco/ a r 2 0 1 2 / p d f s / levistrauss_annualreport_2012.pdf http://www.thrashermagazine.com/articles/trash/levis-skateboarding-collection/ http://skateboarding.transworld.net/ 1000181027/web-videos/levisholystoked-build-indias-first-freeskatepark/ http://kingpin.mpora.com/le vis suboard

up! It’s all about taking action and doing what’s right. Look how happy skateboarding makes these kids.” - Omar Salazar “The Epic Build” – Suboard Project Team http://theskateboardmag.com/ 2013/06/levis-skateboarding / #.UtvhBBDFLIV http://levistrauss.com/files/lsco/ a r 2 0 1 2 / p d f s / levistrauss_annualreport_2012.pdf http://www.thrashermagazine.com/articles/trash/levis-skateboarding-collection/ http://skateboarding.transworld.net/ 1000181027/web-videos/levisholystoked-build-indias-first-freeskatepark/ http://kingpin.mpora.com/le vis suboard http://kingpin.mpora.com/le vis suboard/levis-suboard-donationproject.html www.levis.com

http://kingpin.mpora.com/le vis suboard/levis-suboard-donationproject.html www.NativeSkateStore.com

http://www.levi.com/GB/en_GB/collections-home/men/skateboarding

www.SS20.com

http://levistrauss.com/files/lsco/ a r 2 0 1 2 / p d f s / levistrauss_annualreport_2012.pdf

REFERENCES

ILLUSTRATIONS

“Go Forth™ continues to be a strong platform that embodies the pioneering spirit and intrinsic values of the Levi’s® brand. From a creative approach, we wanted to be culturally relevant while also making the product more central to the brand narrative. Our intent is to disrupt what people think they know about the Levi’s® brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement – This is a pair of Levi’s®.” - Len Peltier, Global Vice President of Creative for the Levi’s® brand

WWW.LEVIS.CO.UK

“Thanks to all and to the HolyStoked crew for never giving

WWW.LEVIS.COM http://levis-skateboarding.tumblr.com/ http://skateboarding.transworld.net/ 1000181027/web-videos/levisholystoked-build-indias-first-freeskatepark/ http://www.levi.com/GB/en_GB/collections-home/men/skateboarding http://kingpin.mpora.com/le vis suboard http://www.zazzle.co.uk/custom/ skateboards?ps=120 https://www.google.co.uk/search?

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LEVIS BRANDZINE - ISSUE 1 / PROJECT 3

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