WATER<LESS SPECIAL* LIVE PROJECT / FINAL LEVIâ&#x20AC;&#x2122;S PRESENTATION
KASIA KOWALCZYK MARTA ANDRE SANDRA BUTNORYTE
PRIMARY & SECONDARY RESEARCH INSIGHTS
/ LEVI’S STORES ▪ Levi’s sustainable actions are not visible in-store; ▪ The majority of consumers are not aware of Levi’s sustainable footprint, especially the Water<Less initiative, thus there’s not much search for their sustainable collections in-store; ▪ Sustainability is mostly driven by people’s interest in veganism (introducing the vegan Levi’s tag). ▪ All the staff is informed about the brand, its history and current actions towards sustainability;
/ COMPETITORS DIESEL – TRUE RELIGION – REPLAY – PEPE JEANS
▪ Staff (even managers) is completely uninformed about sustainability and general issues regarding the topic; ▪ No current or future plans for promoting sustainability; ▪ Awareness of brand’s negative impact on the environment, however, no interest shown to change something;
“Most people that come in-store which are interested in sustainability usually ask for vegan options and not our actual sustainable collections, such as Water <Less. Most people don’t even know about it.” LEVI’S FLAGSHIP STORE MANAGER, REGENT STREET (MATT), 2018
/ CONTEXT RESEARCH – LEVI’S Have you heard about Levi’s Water < Less Collection? 100%
84%
75% 50% 16%
25% 0%
NO
YES
INSIGHT: Lack of awareness of Water<Less collection within our consumer.
/ WATER<LESS COLLECTION A collection which uses less water in the finishing process reducing its consumption by an average of 28% and up to 96% for some other products in the line.
REGULAR 501® JEANS FIBER
FABRIC
CUT / SEW / FINISH
SUNDRIES & PKG
CONSUMER CARE
2565 L
236 L
34 L
77 L
860 L
“Since launching the Water<Less™ process in 2011, we have saved more than billion liters ofinwater in Since launching the 3 Water<Less™ process 2011, we havethe saved more than 3 billion liters of water in the manufacturing products, including manufacturing of LS&Co. million 30 million litersproducts, of freshincluding water30saved liters of fresh water saved through reuse and recycling. through reuse and recycling.
By 2020, the Levi’s brand aims to make 80 percent of its products By 2020, the Water<Less™ Levi’s brand aims to make 80 percent of using techniques, its products using Water<Less™ techniques, up up from nearly 25 percent today.” from nearly 25 percent today.
/ CONTEXT RESEARCH Did you know that the fashion industry uses around 79 billion m3 of water per year? - which is 2% of all fresh water extracted globally.
Did you know that a pair of jeans uses around 4000 litres of water in its full lifecycle?
26%
24%
74%
76%
YES
NO
INSIGHT: Lack of knowledge about water consumption within the fashion industry.
/ KEY INSIGHTS
01
02
03
There’s a lack of awareness of Levi’s Water<Less collection.
Compared to its competitors, Levi’s shows a much broader understanding of sustainability.
The consumer is not informed about the water consumption within the fashion industry.
/ PROBLEM There is a need to inform the consumer about water consumption and waste within the fashion industry in order for them to understand the importance of the Water<Less collection.
/ THE BIG IDEA To spread awareness about Leviâ&#x20AC;&#x2122;s Water<Less collection while enabling and exciting the new generation to contribute towards a positive change through self-expression.
/ THE EARNEST NEWCOMER . Belongs to Gen Z (a student) . Eager to learn . Is culturally driven . Pursues development . Values diversity . Fosters self-expressions
LOOKS UP TO BRANDS LIKE ACNE, SHRIMPS, MAISON MARGIELA. INNOVATORS
EARLY ADOPTERS
EARLY MAJORITY
LATE MAJORITY
LAGGARDS
FOLLOWS @ADWOAABOAH, @DOUBLE3XPOSURE, VIVIENNE WESTWOOD
https://www.youtube.com/watch?v=xcRATkBKsW4&fbclid=IwA R1R03i6jucjYxkCmqry6YSlAE4K5kHYTspNJwSlJghLSo71n54a-hlkKM
/ CREATIVE CONCEPT LEVIâ&#x20AC;&#x2122;S COLLABORATIONS
KRYLON & PINTEREST MORE OR LESS x MATCHES FASHION SUBCULTURES
ELVIS & KRESSE
/ THE CAMPAIGN
WATER<LESS SPECIAL* A promotional campaign which consists of clothing collaborations with different upcoming artists and the
launch of LEVIâ&#x20AC;&#x2122;S STUDIO.
PRODUCED OUT OF WATER<LESS DENIM
PROMOTING A CONSCIOUS PRODUCTION OF CLOTHING
SUPPORT & PROMOTE UPCOMING CREATIVES
/ ACTION 1 . COLLABORATIONS “DENIM AS A …”
“Successful collaborative partnerships manage to build upon the power and recognition associated with each contributor .” Posner, 2015 by WATER<LESS SPECIAL*
The end of the message will depend on each artists’ personal ethos and relation with sustainability.
LAUNCH EVENT CELEBRATING EACH COLLABORATION
40% OF SALES PROFIT WILL BE DONATED TO WATER AID CHARITY
BIANNUAL CAMPAIGNS
/ ACTION 2 . BRIEF LEVI’S STUDIO
by WATER<LESS SPECIAL*
A project challenging creatives to design a garment out of WATER<LESS denim, while promoting a more conscious production of clothing.
IN COLLABORATION WITH SECOND YEAR CREATIVE COURSES (3RD TERM BRIEF)
5 SELECTED UNIVERSITIES PER COLLABORATION
PROJECT SUPPORTED BY THE ARTIST COLLABORATING
FINAL EXHIBITION TO SHOWCASE LEVI’S STUDIO OUTCOMES
REWARD FOR BEST FINAL PIECE: LEVI’S INTERNSHIP
“It makes the project feel more realistic and it makes me more driven since it’s a big opportunity to make connections with the industry.” KIMBERLEY MASKELL, 2019 FASHION DESIGN STUDENT
“Of course knowing that you’re competing for a ‘prize’ will make you want to achieve your best work.” RODERICK REYES, 2019 FASHION DESIGN STUDENT
/ BRINGING THE IDEA TO LIFE Through a collaboration with the innovative designer Ksenia Schnaider by creating a collection with Water<Less denim.
’DEMI-DENIMS’
/ WHY KSENIA THE MESSAGE Changing the perception of sustainability within the fashion industry while introducing it as an effortless core aspect of the brand.
THE LOOK Taking a different approach towards the sustainable clothing market and putting consumers preferences first - focusing on youthful and innovative designs where sustainability adds an extra value.
“As a designer, it’s important for me to create clothing not only with organic and vintage materials, but also to make them cutting-edge.” KSENIA SCHNAIDER 2018
OFF WHITE x LEVI’S
JUNYA WATANABE x LEVI’S
GOSHA RUBCHINSKIY x LEVI’S
VETEMENTS x LEVI’S FENG CHEN WANG x LEVI’S
/ DENIM AS A LUXURY
by Ksenia Schnaider
The concept of this collaboration not only relates to the personal story of the designer, but it also intends to portray a different perspective of the word â&#x20AC;&#x2DC;luxuryâ&#x20AC;&#x2122;.
It is a luxury to produce a pair of jeans in terms of environmental costs. Without changing our behaviour, water will become a luxury to access, consequently making denim items very expensive, if not inaccessible.
/ LEVIâ&#x20AC;&#x2122;S STUDIO x KSENIA SCHNAIDER A project with fashion design students in 5 different universities: . University of Westminster
. Norwich University of the Arts . University of Brighton . Manchester Metropolitan University . Nottingham Trent University
REMAKING WATER<LESS GARMENTS
EMPHASIZING THE IMPORTANCE OF SUSTAINABLE PRODUCTION FOR THE INDUSTRY NEWCOMERS
HIGHTLIGHTING THE RESPONSIBILITY IN THE DESIGNERS HANDS
MENTORED BY KSENIA SCHNAIDER
/ MORE OR LESS x MATCHES FASHION More or Less did a special collaboration with 11 British designers, who were all asked to create a sustainable couture piece using leftover materials from their previous collections.
/ LEVIâ&#x20AC;&#x2DC;S STUDIO OUTCOMES A project with fashion design students in 5 different universities.
DESIGNER RESPONSIBILITY
STUDENT COLLABORATION
SUSTAINABLE PRODUCTION
WATER<LESS GARMENTS
COMMS. PLAN
/ TIMELINE Teasers appear on Levi‘s own and bought social media
Levi‘s Studio brief starts (deadline – the 1st of June)
MARCH 22 (WORLD WATER DAY)
An exhibition with the best garments is set up by Levi‘s
JUNE 15 JUNE 20
APRIL 13
MARCH 01 Launching the collaboration followed by an event
JULY 05
Announcing top 5 pieces from each university
Announcing the brief competition winner
/ PRE LAUNCH SOCIAL MEDIA
â&#x20AC;&#x153;It is essential to maintain the right branding and message across every individual platform and its own nuances. Though you might switch up the tone of your message to coincide with the way Gen Z uses each platform, your overall message should stay the same.â&#x20AC;? Campaign Monitor, 2019
ACTION. Launch Water<Less Special Instagram and Twitter accounts. AIM. To generate curiosity about the upcoming collaboration. RESPONSE. Reach new consumers and grow number of followers.
Focusing on owned media since Leviâ&#x20AC;&#x2DC;s UK has one of the lowest followings
OWNED MEDIA TAILORING POSTS TO EACH SOCIAL MEDIA PLATFORM WHILE KEEPING THE OVERALL MESSAGE CONSISTENT
EARNED MEDIA BOUGHT MEDIA GENERATINGWORD OF MOUTH, POSITIVE FEEDBACK FROM UNCONTROLLED MEDIA
GETTING VALUABLE BRAND EXPOSURE TO A NEW AUDIENCE
/ LAUNCH OUTDOOR ADVERTISING UNIVERSITY CAMPUSES
BUS STOPS & UNDERGROUND
ACTION. Share promotional posters through public advertising. AIM. To reach the consumer in specific places according to their daily routine. RESPONSE. Boost visual awareness of the campaign and generate word of mouth.
“Special events aimed at end-consumers can be used to draw in new customers, to offer something engaging and extra special, to reward loyal customers or to promote sales or specific designers and brands.”
/ LAUNCH PR . LAUNCH EVENT PAID INFLUENCERS POSTS
LAUNCH EVENT SPACE
@adwoaaboah
Posner, 2015
ACTION. Organize launch event for DENIM AS A LUXURY collection, by Ksenia Schnaider. AIM. To introduce the collaboration concept to the communicators. RESPONSE. Generate buzz around the brand and create hype on social media.
/ LAUNCH LEVI’S LAUNDRETTE
ACTION. Introduce Levi’s Laundrette in University Campuses Accommodations throughout the UK. AIM. To raise awareness about a garment’s full lifecycle water consumption. RESPONSE. Increase consciousness about the consumer clothing care behaviour.
/ POST LAUNCH EXHIBITION PROMOTIONAL POSTS ON THE BRAND’S SOCIAL MEDIA
STUDENT ARTWORK EXHIBITION
THE LAUNCH EVENT SPACE ACTION. Introduce Levi’s STUDIO and showcase its final pieces. AIM. To motivate the consumer to creatively contribute towards a more sustainable clothing production. RESPONSE. Empowering and exciting the new generation to take action.
/ TO SUM UP SWOT ANALYSIS . Offers a different approach towards sustainability . A challenging and effective idea
STRENGTHS
WEAKNESSES
- IS DIRECTLY BASED ON CONSUMERS BEHAVIOUR, PREFERENCES AND NEEDS; - INCLUDES A NUMBER OF STEPS AND ACTIONS; - CONSUMER GROUP – GEN Z – THE FUTURE BUYERS
- THE BRAND IS KNOWN FOR CLASSIC DESIGNS; - LEVI‘S IS ASSOCCIATED WITH HIGHER PRICE POINT DENIM
. Stands out from the competitors . Relevant to the target consumer . Contributes to changing people’s behaviour
SWOT OPPORTUNITIES
THREATS
- CAN BE EASILY ADAPTED TO DIFFERENT COLLABORATIONS AND SO BRING LONG-TERM VALUE
- LEVI‘S APPROACH TOWARDS KSENIA SCHNAIDER‘S DESIGNS; - THE MESSAGE MIGHT NOT SOUND GENUINE ENOUGH FOR LEVI‘S
THANK YOU!