Levi's + Research Document by Nicola Cronin

CONTENTS PAGE Introduction Leviâ&#x20AC;&#x2122;s Competitors Plus-size brands Primary Research - Interviews Themes Shoot logistics Location Research Logo Pop-up Logistics

3 4 24 28 32 33 40 46 48 52

Appendices Biblography

60 64

Word Count - 9,872

LEVIS + - INTRODUCTION Levi’s +, Embrace it! - Introducing a plus-size range to their UK market. Levi’s + is underpinned through the introduction of a new plus-size denim range for Levi’s and their British market. Focusing on the promotion, Levi’s + will be developed through the creation of three films, showcasing the stories of Grace Monksfield – Hammonds. A theatre student previously at the Brit School and now studying at Goldsmiths University – her true stories based on her Levi jeans form the narratives, while the videos enable viewers to understand her story visually and will enable plussize women to aspire to Grace, by embracing their size while finding confidence within their jeans. The first film is based on her story of the Freedom she feels once she puts on her Levi’s, and the second discusses how her Levi’s form a Second Skin. The third video is a 6 second teaser that will be used to promote the concept’s overall logistics. Concept Logistics The two short videos will be promotionally supported by 2 advertorials, showcasing key visual stills from each film. These 2 advertorials form the basis of the promotional logistics behind Levi’s +, as a series of pop-up installations within Levi’s stand alone stores will be implemented in order to pursue sales for Levi’s +, while enabling Levi’s to engage in a new consumer target market. Each advertorial will showcase a QR code, once scanned, details of the nearest stores and availability will be uploaded, alongside the 6 second video clip displaying moving image and visuals from each film.

Thriving off of their American Heritage, alongside the creation of the first pair of denim jeans – Levi’s have grown to establish themselves as not only an American Icon, but a global one too. Reflecting on their brand values of American Heritage, Youth and Rebellion, Levi’s have consistently grown to cater to their target market through infusing innovation and originality in order to step away from their growing competitors. With 500 stores available in 110 countries worldwide, they are a leading denim manufacture.

TARGET

AUDIENCE

EUROPEAN / AMERICAN MARKETS Levi’s cater to those between the ages of 18 Months to 35, with consideration of all Babies, Kids, Women and Men. Through the analysis of their promotional content and how they portray themselves, it is clear that Levi’s emphasis their youthful audiences between the ages of 18-30 year olds. This has been identified through the brands values of Youth and Rebellion.

Emphasis of 18-30 year olds

(Fig 1, 2 & 3) Their target audiences differ due to the purposes of their product ranges – as they all deliver certain needs and wants to specfic target audience. Therefore, Levi’s do not have a specific target consumer, as they cater to a large amount of people. This is also clear through the analysis of their American and European markets, and how they target themselves best suited to these audiences. The American market demonstrates Levi’s as a work wear brand, due to their originating aesthetics. Whereas, their European audiences are subject to identifying Levi’s as a causal brand and are known to wear a pair of Levi’s on a day-to-day basis.

R E F L E C T I O N Identifying Levi’s target audiences has proved to be difficult, due to the differentiation of global branding that the brand currently maintains, and lack of statistical text based on their finalised target audiences. Analyzing their website imagery has benefitted me mostly, as this has helped to narrow down the possibility of a specific target audience. Seen throughout their European website, are images of young preppy models, (Fig 1, 2 & 3). This has led to the prediction of their European target audiences being between the ages of 18-30 year olds.

BRAND VALUES “Levi’s jeans are the prevailing fashion icon – not just for this generation but for all generations. Over the past 145 years denim wear has become present everywhere, valued for its hardwearing comfortable, multi-purpose qualities. It is equally suitable for home, work and going out. Over the years Levi Strauss has stood the test of time to remain at the forefront of consumer conciousness, holding off the onslaught of copycat brands and cheaper makes. This is because Levi jeans are the symbol of a James Dean type rebellious youth expressed in clothes. The Levi’s brand stands for individuality, attitude and style. It is a brand apart from other brands in that it owns the emotional heartland of this category.” Superbrands, 2001, Marcel Knobil, Page 114 Brand Values narrowed down to three key words

INNOVATION Levi’s ability to maintain their leading forefront from their current competitors is reflective of how the brand consistently uses innovation, to differ each pair of denim jeans reflective of it’s originating concept and purpose. This has been seen through the creation of their Curve ID line, Levi’s Water<Less jean’s and finally the Born to Bike pair of jeans, specifically designed and targeted for cyclists.

YOUTH AND REBELLION Levi’s are portrayed through the example of Youth Culture, due to the recognition of James Dean wearing an original 501 pair of jeans within the 1950’s. With James Dean being a clear example of youth rebellion, Levi’s has utilised this, through their current policy of consistent renewal and diversification*. This can clearly be seen within their promotional video ‘Go Forth’. (Page 22)

AMERICAN HERITAGE They also thrive off of their American Heritage, reflective of the creation of the first denim pair of jeans.

R E F L E C T I O N Identifying the youthful ethos that Levi’s consists of as a brand, has influenced the approach of Levi’s + from a younger perspective. Thus meaning catering to all women, with a main focus of the younger commodity of a rebellious nature, who fall within the category of plus size. As this will show a true reflection of brand ethos, and will stay true to the aesthetic that Levi’s currently portray. * http://www.levi.co.uk/GB/en_GB/about/our-products

T I M E L I N E

1853

1890 The original “XX” blue jean is given its iconic lot number 501.

Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West.

1873

1909

On May 20, 1873 the U.S Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called “XX”, was born.

This year sees the introduction of fine khaki pants and coats to Levi’s line of clothing.

1930s 1950s Authentic cowboys wearing Levi’s® jeans are elevated to mythic status, and Western clothing becomes synonymous with a life of freedom and independence.Easterners who wanted an authentic cowboy experience head to dude ranches out West, where they purchase their first pair of Levi’s® jeans and take them home to wow their friends – and help spread the Western influence to the rest of the country.

1936

The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad “juvenile delinquents” in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms.

The Red Tab is first placed onto the right back pocket of the jeans and the word LEVI’S® is stitched in white in all capital letters on one side only. The red Tab was created to differentiate Levi’s® jeans from competitors.

1934 The first jeans for women, Lady Levi’s® are made of pre-shrunk denim and constructed with many of the same features of the men’s 501® jeans. They owe their feminine allure to a fashionably high, nipped in waist. 8

T I M E L I N E

1961 The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young men. Teenagers call them White Levi’s® because no one knows what to call blue jeans that aren’t blue.

1980s

1986 1967

The red house mark “batwing” is designed by Walter Landor & Associates, and has, over the years, become shorthand for the Levi’s® brand itself.

Levi Strauss & Co. makes clothing for the athletes at Olympic Games in 1980 and 1984.

Levi Strauss & Co. introduces the Dockers® brand, filling a niche for the baby boomer man who needs something to fill that wardrobe gap between his 501® jeans and his business suit.

REFLECTION

2010

Levi’s® Curve ID jeans for women are introduced. Using a revolutionary fit system based on shape, Curve ID was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

2011

The average pair of jeans uses 42 liters of water in the finishing process. The Levi’s® Water<Less™ Collection reduces the water consumption by up to 96%. It’s the intersection of style and sustainability. Urban cyclists across the country adopted jeans as a part of their commuting uniform. Inspired by the trend, Levi’s® invents the Commuter line – a multi-functional performance product designed for cyclists all over the world.

R E F L E C T I O N Noting important dates that have helped to define Levi’s as a brand today, has enabled one to understand the brand’s aesthetic from a historical perspective. Understanding their range of products and how they have originated has helped to identify why they were relevant at the time, and how Levi’s have utilized innovation to create relevant products that differs, dependent on their purpose. This is easily recognizable when mentioning important facts that occurred within 2011, 2010, 1961, and more importantly the originating date of 1985. Spotted within this timeline, is the non-recognition of when Levi’s first created their plus-size range for this American market. This initially entails further in-depth research, in order to fully understand the logistics behind this line. TIMELINE - All text and images have been taken from http://www.levi.com/GB/en_GB/about/history-heritage

LEVIS US PLUS SIZE RANGE

MORE FITS THAT FLATTER - LEVIS PLUS EXCLUSIVELY ONLINE SIZES 16-24, EVEN SIZES ONLY. SPECIALLY DESIGNED TO SMOOTH AND DEFINE YOUR SHAPE COMFORTABLY HUGS CURVES WITH EXTRA STRETCH

Fig 4

Fig 4 has been taken from Leviâ&#x20AC;&#x2122;s American website, and demonstrates the only imagery used to promote their plus-size range. As seen within the text provided aligned on top of the image, plus-size jeans are only available exclusively online and are designed to smooth and define your shape, through the aspects of comfort and extra stretch. A variety of 15 types of denim differentiating in shape, are available for women, ranging in both black and blue coloured denim. Finding information reflective of the origins of the plus-size range for US Leviâ&#x20AC;&#x2122;s has proved unsuccessful, due to the minimal amount of information produced and published. The largest amount of information, has been collected from their US website, explaining the logistics of sizes aligned next to descriptive words, showcasing the benefits that the jeans have for plus size women. Unable to find the reasons why they first created this line, assumptions have been made due to the average waist size of American women being 37.5 inches, which falls in to the category of a 20 or 22 UK waist size in jeans. This initially determines the need for their American market. In terms of justifying the need of a plus-size range for a UK market has been determined through the use of generic research in to the average size of a UK woman. (See appendices 4)

LEVI’S

PLUS

ANALYSIS

ANALYSING THE IMAGERY FIG 4 The grey background is dull, and doesn’t portray the youthful, rebellious and fun outlook that Levi’s have used throughout all of their campaigns. It’s as if this line has had minimal attention from a promotional perspective, due to the image not being particularly visually pleasing compared to their other imagery seen online. The models posture proves to be static, unnatural and fails to portray a story of some sort. The inability to tell a story within these images subsides a potential connection made with consumers, as looking at these images – the only link made would be that they are plus-size and so is the model used within fig 4.

FIG 5 & 6

With regards to the styling, minimal thought has been contributed to make this successful. With comparison to the way that their other products have been shot, the poses create an unflattering look, which contradicts what Levi’s have set out to do with their plus-size range – as they have stated above ‘Comfortably hugs and curves with extra stretch’. (Fig 5 & 6).

R E F L E C T I O N

Fig 5 & 6

Understanding the way that Levi’s have showcased their plus-size range within the US, has helped to identify how this needs to dramatically change when introducing Levi’s + within the UK. Noted above are the negative aspects that this line portrays – seeing as they have a limited amount of imagery to showcase the jeans. Firstly, the use of natural imagery on location will be used to infuse Levi’s brand ethos as much as possible, as this can clearly not be seen within Fig 4. The fact that they do not have a promotional campaign for this line shows how much minimal attention it has gained from a marketing perspective – therefore, Levi’s + will not only maintain promotional videography, but this will be underpinned through a promotional strategy that will hopefully promote Levi’s + successfully to their British target market.

PRODUCT RANGE Levi’s are famously known for their Denim, as they consistently adapt the purposes of their jeans with reference to a specific campaign or new line. Throughout this section, their Curve ID, 501 and Levi’s Commuter lines will be analyzed in order to explore their use of innovation, in order to showcase the flexibility that denim has in terms of catering to a large variety of target audiences, and to also gain a further in-depth knowledge of their product range.

CURVE

Levi’s Curve ID launched in 2010, delivering a revolutionary fit system by catering towards women who fall with the following categories; Curve – designed to celebrate straight figures, Demi Curve – designed to fit even proportions and finally Bold Curve – designed to honor genuine curves. This line originated through the process of listening and studying more than 60,000 women around the world, as they were able to distinguish a new approach of measuring a women’s body while identifying three distinct body types that account for 80 percent of women’s shapes globally.* *http://levis.com.au/au/newsevents/2010/12/levis-curve-id.html

Women are able to identify their perfect Curve ID jeans through visiting a website solely catered towards this line. This requires women to take the measurements of their natural waist, hip and thigh. This is also demonstrated by a video showing women how to successfully measure themselves, as they are later required to enter their measurements and will be given the suggestion of which Curve jeans are suitable for their body.

PRODUCT

RANGE

LEVIS

COMMUTER

“The new collection sees advancements in fabric, seasonal colours and utility—designed to take the urban worker from their morning ride, through the workday and into evening.” http://www.levi.com/GB/en_GB/categor y/men/ collections/levi-collections-commuter

Levi’s Commuter is designed to cater towards everyday cyclist by innovating denim, through the additional elements of, water and dirt repellant fabric, comfort and mobility and stylish elements of seasonal colours. This range offers 16 products ranging from jeans, trousers, taper pants, tees, shirts and jackets. With size availability between the UK waist sizes 28-36, and is targeted towards a male only audience. The launch of these products builds upon the Levi’s® brand’s commitment of innovation, while tying back to the new global ‘Go Forth’ campaign which is a rally cry to create positive change in the world.*

*http://www.levistrauss.com/wp-content/uploads/2011/07/The-Levis-Brand-IntroducesInnovative-Mens-Commuter-Cycling-Products-.pdf

LEVIS 501 ORIGINAL The iconic blue jeans were originally made for the working classes of America within 1890. They are consistently tweaked to cater towards the modern day worker, whether this being subtle or drastic, this helps to add to the rich heritage of the historic 501 jeans. Levi’s offer a variety of 25 denim jeans, differing in colour, fit and style, with waist sizes available within to UK 26-44. This range is for male audiences only, however Levi’s have encouraged female audiences to wear these jeans through the use of Vintage denim which can be seen throughout their website, http://levis501.com/index.php. 15

PROMOTIONAL CAMPAIGNS

LOCATION - MODEL - STYLING

ANALYSING

PROMOTIONAL

CAMPAIGNS

Fig 7, 8 & 9

KEY WORDS – NATURE, OUTDOORS, YOUTHFUL, FUN, BLACK AND WHITE, ADDED FILTERS TO COLOURED IMAGERY, YOUNG MODELS, REBELLIOUS, TELLS US A STORY, INSPIRES TO GET OUT Identified on page 16, are visual techniques used within Levi’s promotional campaigns. Reflective of their youthful ethos, the majority of models used are of a young age. This is effective, due to the consistency of aesthetic, of which consumers are able to identify with while looking at their campaigns. Clinging on to the effect of James Dean, and how he influenced the ubiquity of Levi’s jeans, this is also seen through the use of young models. The location plays a huge part within the role of these campaigns. All models are featured outdoors, to encapsulate the focus of telling a story. Each image showcases the expressions of each individual, reflective of their surroundings. Focusing on the top right image within Fig 9, displays the text “I will not sit at home collecting DUST”. It’s as if Levi’s are telling their consumers to go outside and experience their Levi’s through the exploration of Rebellion, and to let yourself go and enjoy the freedom you gain while wearing your Levi jeans. Minimalizing the styling ensures that all attention is always drawn towards the jeans featured within these images, as double denim has clearly been used to intensify this effect. However, within the top left image (Fig 7) this isn’t the case, as the use of denim is not visibly identifiable. While further analyzing this image, we can actually see a small snippet of the jeans that she is wearing. It may be blatant or subliminal, but denim will forever be featured within Levi’s campaigns for the obvious reasons that underpin their product range.

ANALYSING

PROMOTIONAL

CAMPAIGNS

MODEL

MODEL ANALYSIS I N T R O D U C T I O N There has been great debate with the possibility of who should be featured within Levis + videos. This is due to the model needing to be aspirational to viewers, in order for fellow women to aspire to be her while wearing their Levi’s + jeans. Adding to this, the need for a young, plus-size woman between the ages of 18-25 is vital, in order to stay true to the ethos of this promotional campaign. Therefore, the analysis of their current plus-size model for their US range will be conducted in order to see how they have demonstrated their range with full effect of the chosen model that is currently in use. Adding to this, will be the analysis of models that they have used within their other non plus size promotional imagery, to encapsulate the generalization of a specific type of woman that Levi’s use consistently.

PLUS SIZE MODELS Fig 10 has been taken from Levi’s US website within their ‘Plus’ section. The model used, proves to be static and uncomfortable due to the way that she is positioned. Although, Levi’s have successfully portrayed an effective double denim look, the added styling of shoes and hair is not reflective of Levi’s youthful aesthetic. Adding to this is the non-use of a younger model within this image – this initially applies that their plussize range is mainly targeting towards an older audience. This justifies how Levi’s have not infused their brand ethos and aesthetic in to this line, and have paid minimal attention to brand identity with comparison to their other promotional campaigns and website imagery. Fig 10

SLIM

MODELS

Fig 11 & 12 will be used to support the analysis of the slim model. The models used are reflective of Levi’s brand value ‘Youth’, due to their apparent youthful look. The model’s posture is strong, as their eyes are fixated on the camera adding to the playfulness seen within Fig 12. A natural essence is captured, due to the freedom of location and space that surrounds the model’s, adding to the amusement that has been caught within this image. The styling within Fig 11 is similar to Fig 12, due to the minimalism of styling used to emphasis the denim. However, they differentiate due to the colour also portrayed through the styling. The models seen within Levi’s standard promotional campaigns, encapsulate the youthful essence, through the logistics of using young models, infusing amusement and freedom through the element of being natural. Compared to the model seen within Fig 10, this juxtaposes Levi’s brand identity as they have ignored infusing these elements in to this range. Therefore with Levi’s+, the use of a young and rebellious model will be used to demonstrate the values of Fig 11 & 12 Freedom, Rebellion and Youth that are identified with the brand.

REFL ECTION

Analyzing the contributing factors that underpin Levi’s promotional imagery will help to identify the use of appropriate models, and also location and stying that has also been noted from this analysis. The strong use of Denim has been indentified, and will be heavily used through the promotion of the plus-size range. With regards to the location, an outdoors setting will be key to reflect Levi’s existing aesthetic. Researching key outdoors locations within London, that show London’s skyline will be effective, to tell the story of the plus-size range landing in the UK. Further research of Primrose Hill and Hampstead Heath will be conducted, through the use of test shots and filmography to determine the best location to

utilize London within this campaign. Finally, it is vital for one to use a young plus-size model in order for Levi’s + to showcase the brand’s aesethic. A model or actress who is comfortable in front of the camera, and can deliver a natural element would be best to portray a similar effect seen within Fig 11 & 12. 19

ANALYSING

PROMOTIONAL

VIDEOGRAPHY

LEVI’S

MAKE

YOUR

MARK

INTRODUCTION Alongside analyzing the logistics behind Levi’s promotional imagery, their videography has also been analyzed due to creation of this project consisting of two promotional videos for the Levi’s+ plus-size range. Therefore, the Levi’s Go Forth campaign has been researched due to the heavy use of referencing youth and rebellion, and also Levi’s #MakeYourMark video, seeing as this is their most recent marketing campaign.

#MAKE YOUR MARK Levi’s have launched a new multichanneling marketing campaign that infuses both digital and physical platforms. Aiming to infuse their American heritage, to inspire and capture global creative collaboration over the course of three weeks. Through the involvement of a bespoke train, travelling from New York to San Francisco while making 9 stops, on board were artists, who were encouraged to collaborate and perform with each other. Utilizing social channels such as Instagram, Twitter and SoundCloud, virtual passengers asked the performers aspirational questions based on their goals and who they are. The promotional video and imagery used to promote this campaign have been analyzed below.

T E X T To emphasis the use of the train, travelling boards that note the arrivals and departures within stations have been used to visually communicate key text supporting the campaign. This is a clever way to utilize text within this campaign, while staying true to the marketing concept.

A RTISTS/EFFECTS The video has been edited to portray a black and white filter, to emphasis the stories told by the artists who will be travelling on the train. The narrative helps to display this, as they answer abstract questions based on who they are and what inspires them. This aspect is supported by snapshot imagery of the variety of artists and their specialism and also abstract imagery; as throughout the course of the film artists visually portray their talents. Interview style clips were also used to enable viewers to physically see artists telling their story, and to gain a strong feel of their facial expressions and identity while explaining their passion. This helped virtual passengers who engaged through social media channels, to already visually understand the stories behind the artists and to help instantly identify them through the duration of the campaign.

LOCATION / BRANDING Reflective of the journey that the train takes from New York to San Francisco, key tourists attractions such as the Hollywood Sign and the Golden Gate bridge have been used to utilize this and also Leviâ&#x20AC;&#x2122;s American heritage, seeing as they originate from San Francisco. Finally, Branding has been used to remind viewers of the Leviâ&#x20AC;&#x2122;s logo, to ensure brand identity has been displayed fully and successfully. This has been implemented through the styling techniques of double denim, and added glimpses of the infamous red Levi label.

ANALYSING

PROMOTIONAL

VIDEOGRAPHY

LEVI’S

FORTH

LEVIS GO FORTH Levi’s Go Forth promotional video captures the youth of Berlin, and delivers a message of hope and empowerment. Showcasing this aspect visually, enables Levi’s to stay true to the ethos of this campaign, which intends to celebrate the ‘pioneering spirit of youth today’. Levi’s have successfully captured this through a series of different visual aspects that have been analyzed below; to enable visual and narritive inspiration/justification for the videography of Levi’s +.

W AT E R Firstly, the opening shot shows the flowing of water and encapsulates the colour blue, enabling viewers to understand the visual metaphor of water and its colour referencing to denim. This is a clever way of thinking laterally in terms of envisioning denim, as the blue stands as a representation of this, and is highly effective.

FREEDOM Empowerment and hope have been explored through the expression of Freedom. As this is clearly seen, throughout the shot of a young woman, with open arms embracing the wind that gives her jacket the freedom to move. With her embracing the wind, this showcases her amusement and happiness that has been expressed.

NA RRATIVE BRANDING REBELLION Successful elements of Branding have been infused to showcase the brands identity, and to also enable that the recognizable link between the logo and the brand is continuously in tact. The abstract use of narrative has been taken from an American poet, novelist and short story writer, Charles Bukowski. The use of an American artist ties in with their American origins and also helps to encapsulate the story, not just visually. The use of a strong narrative has been continuously identified throughout a large majority of Levi’s promotional films. Finally, the element of rebellion has been used to express the ethos of ‘Youth’ from another angle. Clear shots of riots within the streets of Berlin have been used to justify this.

R E F L E C T I O N Noting the visual references that have been used within the two videos, has enabled vital inspiration and justification towards the reasonings behind the imagery used within the Levi’s + videos. The use of water will be used, to visualize the representation of denim and the colour blue from a lateral perspective. The effectiveness of the abstract narrative will be used, due to identification of its continuous use throughout Levi’s videography. Therefore, the narratives used will express the meanings and stories behind the models, freedom and second skin that she feels when she wears her jeans. Further research in to the development of the narratives will be conducted, through the medium of interviews to collect a variety of abstract stories and use the ones that are suited best to this campaign. 23

C O M P E T I TO R S With a huge list of brands contributing to the denim market, identifying while analyzing brands solely catering towards selling only denim products has been solved. Pepe Jeans, Wrangler and Lee therefore form the basis of Leviâ&#x20AC;&#x2122;s biggest competitors.

Originating back to 1889, Lee jeans are a leading international retailer and manufacturer, exploring their heritage of quality clothes that are not only classic, but comfortable too. Not only do they cater towards an American market, Lee have also launched Lee Europe to solely cater to their European market. The Lee brand successfully marries authentic heritage with new experiences, attitudes and styles. Culture is the ultimate fabric they use to create modern, relevant apparel that will continue to stand the test of time*.

TARGET AUDIENCE Due to size of their product range, Lee caters to a smaller audience, due to their products only available for both male and females. WThe availability of information based on their target audiences has not been identified, therefore assumptions have been made reflective of their marketing imagery displayed on their website. The images seen on the left showcase the stories of a youthful group within the American city - New York. The shots are very carefree, and display a laid back attitude shown by the preppy models. Adding to this is the prediction that they target towards young females and males within the ages of 18-30.

* http://www.apparelsearch.com/Names/V/VF/VF_CORPORATION.htm

COMPETITOR

ANALYSIS

PLUS SIZE RANGE

Lee’s apparent plus-size range is not recognizable on their main American website, but can be found on a similar site run by Lee themselves. The image above, shows positivity through the use of models as their natural poses shows an effortless shoot, compared to the static and uncomfortable imagery that Levi’s demonstrated on their site. The negative side of Lee’s plus size range, is the availability that it has on their actual website, as navigation to these jeans is not clear until you use an online search engine to locate it.

Similar to Levi’s, Wrangler thrive off of their ability to endure American freedom, by celebrating the spirit of those who work hard, and have fun while recognizing courageous individuality. Originating in 1947, Wrangler have demonstrated innovation through the creation of denim, from a creative standpoint. As they are the first to introduce a peculiar pair of jeans, labeled ‘Spa’ which helps to prepare your legs for the summer, by infusing a blend of nourishing ingredients that enable your legs to feel silky smooth. .

TARGET

AUDIENCES

It is unclear of Wrangler’s target audience, as generalizing the brand globally is difficult due to the inconsistency of brand logos, and website layouts that are currently in use. However, it is clear that they cater to both a male and female audience, through researching their product ranges. The European website displays a youthful edge, through the placement of imagery and font seen within their logo. Initially looking at their European website has opened the assumption of their aim to target to a younger audience, in comparison to the look and feel that has been gained from their other global representative sites. Their American site, states the obvious of who they are mainly targeting towards. The use of strictly cowboys and ladies shows that they focus on a Western American market. Product such as Cowboy Cut jeans and the ultimate riding jean justifies this.

PLUS SIZE RANGE

Research material reflective of Wrangler’s plus size range, has proved to be minimal as their use of promotional techniques have not been applied towards this line. Through analyzing Wrangler’s multiple websites, their plus-size ranges are only available on their American site, this is reflective of the average American waist size. Through the process of looking at their American website, identified is their non-existent need of a homepage dedicated to their plus size range, as located on the top of each thumbnail is the text ‘PLUS SIZES AVALIABLE’. With no e-commerce imagery showcasing what the denim would potentially look like on a plus size lady, this has been ignored through the basis of strictly using a slim model to showcase this. With comparison to Levi’s, explored within Wranglers online material, is the lack of plus size imagery used to promote this range. This benefits Levi’s as a brand, as Levi’s have clearly used online imagery to promote this and have dedicated a page solely for plus size women on their website. Although this is highly minimal and does not express these jeans reflective of the brand’s ethos, Levi’s are demonstrating a higher awareness of plus-size women than what Wrangler are doing specifically to their American target market.

COMPETITOR

ANALYSIS

TARGET Originating from Portobello Road – London, Pepe Jeans have grown from a small market stall set-up to a globally renowned denim brand, with global access across 80 countries around the world. They cater to a variety of audiences, as they manufacture products for men, women and children. Alongside their main focus of denim, Pepe Jeans also provide dresses, coats and jackets, tops, tees, accessories, footwear and swimwear.

PEPE

JEANS

AUDIENCE

“Pepe’s target market is predominantly 18+. The loyalty of followers from the initial launch of the brand into Australia 10 years ago has seen a surgence of customers wanting to buy the product from the 35+ age group as Pepe was the ‘must have’ brand in their prime.”

http://www.stylehq.com.au/brands/pepe_jeans

PLUS SIZE RANGE Similar to the other brands discussed within this competitor analysis, Pepe do not advertise a plus-size range directly on their e-commerce website. With the use of a search-engine, other websites were able to offer the availability of Pepe-jeans plus size products. However, a small amount of clothing was available in comparison to the amount of products available on their official website.

R E F L E C T I O N The overall reflection of this Competitor Analysis has identified that Wrangler, Lee and Pepe Jeans do not advertise a plus-size range directly on their official ecommerce website. This initial entails that Levi’s are ahead of their competitors, as they have dedicated more consideration of the availability of this line online. This shows that Levi’s competitors have not fully engaged within the potential of this range, as this adds to one of the reasons of why Levi’s approach and cater to a new plus-size market. However, further research based on how plus-size brands cater to their niche successfully, will be conducted in order to understand the importance of brand trust and consumer loyalty, seeing as this commodity are known to consistently purchase the same pair of jeans, from the same brand. Due to their knowledge of a specific pair of denim being the perfect pair of jeans suited best to their body shape.

PLUS

SIZE

BRANDS

BRANDS USING PLUS - SIZE SUCCESSFULLY This chapter focuses on the perceptions of plus-size brands, and how they cater to their niche audiences successfully. The exploration of Beth Ditto and Evans has been used to explore how the collaboration with a brand and a celebrity has worked with relation to plus-size. Analyzing Rick Owen’s S/S14 collection, identified how using real women throughout a catwalk show, can surprisingly create positive press. Finally, the analysis of Simply Be will be used, to explore how they have generated a huge amount of success through the use of their online-only plus-size brand ethos.

EVANS/BETH DITTO Evans is a women’s clothing retailer who cater to those located within the regions of the United Kingdom and Ireland. With over 300 shops around the UK, focusing on the distribution of plus-size clothing, within July 2009 Evans teamed up with Beth Ditto, the lead singer of indie-rock band Gossip, to create an exclusive plussize range. She drew inspiration from her favourite vintage and charity shops, while creating popular items such as a domino-print dress and leggings, a stained glass-effect printed dress and a royal blue jumpsuit. She then went on to collaborate with Evans again, to launch her second collection. “The result is, she promises, a mix and match journey through the decades. Victoriana ruffles will be juxtaposed with punk-plaid; 1940s, post-war prints, with the Noughties body-con look. It all sounds very eclectic and outrageous just like Ditto herself.”* Ditto’s range proved to be a huge success, due to the abstract approach that Evans used to generate a relevant buzz for the time. Using Beth Ditto as a spokesperson/ sponsor proved vital, due to the success Gossip were gaining at time and also the constant publicity that she gained. Using a current celebrity to promote a new line, *http://fashion.telegraph.co.uk/article/TMG7624866/Beth-Ditto-to-launch-aespecially with plus-size, seems vital in second-fashion-collection-for-Evans.html order for women to aspire to that person and to more importantly encourage new consumers to engage with Evans as a brand. 28

RICK

OWENS

Rick Owens showcased his SS14 collection in Paris this year, and caused a positive uproar through the way he executed his sporty monochrome catwalk show. Through the use of an entire step team, Owens encapsulated the reality and on-going debate of plus-size women wearing designer/catwalk clothing. The step team, produced a theatrical performance through the medium of dance, and wowed front rowers, due to the huge amount of instant social media publicity it gained. The use of real women showcased Owens ability to push boundaries by moving away from the stereotypical size 0 model, that are heavily used consistently within catwalk shows. The positive press proves that the innovation of using a variety of women of size, ethnicity and shape can be accepted within the fashion industry today.

S/S14

PLUS

SIZE

BRANDS

SIMPLY

SIMPLY BE N GROUP

The N group is a British home shopping company based in Manchester, who manages brands that cater to those within the plus-size category. These brands include JD Williams, Jacamo, High and Mighty and finally Simply Be. Within 2013, they turned over ÂŁ784.7 million in revenue and play a huge part in catering to the growing rise of obese figures within the UK.* *http://www.nbrown.co.uk/OurBrands

P R O D U CT Simply Be targets towards women who fall within the UK size category of 12-32, by consistently delivering on-trend garments in conjunction with 11 other plus-size brands. Their product ranges from swimwear, shoes, sports, lingerie, accessories; bridal and occasion wear â&#x20AC;&#x201C; alongside the generic pieces including, dresses, tops & tunics, trousers, playsuits, skirts, tailoring, maternity, coats & jackets, knitwear and finally denim.

All our clothes are designed to provide the best fit at the best value, and we are specialists in the area of larger size womenswear. http://www.simplybe.co.uk

The imagery used on their website has an editorial aesthetic, and portrays their plus-size models through a positive and fashion forward way. The styling has been thought through, as each piece flatters the models body while showcasing an appropriate trend for this season.

PLUS

SIZE

BRANDS

REFLECTION

R E F L E C T I O N Analyzed within this chapter has been the success generated from each brand, from their adaptation and exploration of real plus-size women. Levi’s + can benefit from this through a majority of ways. With reference to the Evans/Beth Ditto collaboration, the use of an effective spokeswomen is vital, in order for women to aspire to this spokesperson, and to believe that they will feel as good as she does in her jeans. Rick Owen’s ability to think outside of the box while using real women, proved to be highly successful due to the positive press that he received. Thinking outside of the box with plus-size fashion is vital, in order to create relevant and positive press, seeing as it has always been pushed to the side and hasn’t yet been accepted within high fashion. Thinking of an innovative way to promote Levi’s + will be noted to step away from the preconceptions that this niche has gained. Finally, Simple Be’s editorial look proves to be both effective and promising, due to their use of models, on-trend styling and poses. With comparison to the plus-size imagery that Levi’s have placed on their US website, Simple Be have surpassed this and have successfully infused fashion within their ecommerce imagery. Levi’s + promotional imagery will include stills from each film, however this will infuse a natural element due to the locations and comfortability that the model has in front of the camera. However, for Levi’s+ to progress and be more fashion forward, inspiration from Simply Be’s imagery will be used. 31

I N T E R V I E W S PRIMARY RESEARCH - THE PERCEPTIONS OF PLUS-SIZE MODELS WITHIN THE FASHION INDUSTRY Generating an online survey has enabled a variation of answers relating to generalization of plus-size. By answering the question ‘What are your feelings towards Plus-Size women within Fashion?’ a majority of individuals have expressed their opinions from a positive perspective.

WHAT ARE YOUR FEELINGS TOWARDS PLUS-SIZE WOMEN WITHIN THE FASHION INDUSTRY? Being a bigger woman myself, I would be expected to support the ‘bigger’ woman, which I do but only to a certain extent. I mean skinny models are used in order for us to believe we could look like that and to ensure the clothes look there best, and why not? It’s a marketing ploy to advertise clothes. The aspirational women used within fashion marketing campaigns, enables bigger women to feel that they can aspire to this women and to duplicate the feeling of being slimmer, due to the way clothing is styled on a slimmer model. In other terms ‘If those jeans look good on a model, they will also look good on me’. With this said, the use of an aspirational plus-size model should be used within each video to enable women who are plus-size to embrace the confidence, memories, intimacy and freedom that one should receive from their jeans.

I feel as though plus size women are represented by one type of model, but as women we come in all shapes and sizes. There isn’t one type of skinny or one type of curvy - and why are most plus sized clothes frumpy or targeted at over 35 year olds? This answer displays the generalization that plus size receives, as one feels that they are targeted towards an older target audience. Levi’s+ will be targeted towards to a younger audience, specifically towards women between the ages of 18-25. This is due to staying true to Levi’s brand ethos and value of ‘Youth’.

Plus size women in Fashion are just there, we know they are there occasionally we give them some attention however even then they are a miss used commodity, the industry does not either style them correctly and so on. Just like Menswear plus size models, it will eventually establish itself. It’s a matter of time and finding the right people to push forword this image. This answer argues the use of plus-size models, and the lack of innovation used to incorporate this commodity. Reflective of Rick Owens catwalk show analysis, innovate promotion of plus-size clothing is vital in order to receive positive feedback. Text in italic are one’s reflection and analysis of each answer

The two themes that form the basis of each promotional video are Freedom, and Intimacy/Second Skin. The focus of this chapter includes previous research conducted around the terms ‘Intimacy’ and how these form the foundations between one and their jeans. Theorists such as Sophie Woodward and Joanne Entwistle have been used to annotate and discuss the importance of Intimacy, and how this reflects the relevance that these themes have with Levi’s.

“INTIMACY/SECOND SKIN” Intimacy – The definition of ‘Intimacy’ can be explored through a large variety of avenues; therefore the meaning taken from the Oxford Dictionary is unable to define the word concisely. ‘Close familiarity of friendship’ this definition is very broad and is difficult to narrow down with relation to denim. The same can be said for the definition of Intimate – ‘private and personal, involving a very close connection’ although the words personal and connection creates a narrower starting point to brainstorm ideas for a possible narrative for this film. Identifying this problem has led to the development of the term Second Skin, in order to avoid any miss-lead meanings of how Levi’s will interpretive this word from a promotional aspect. * Second Skin - “One reason why these materials may be fetishized is that the garment acts as a fetishistic surrogate for the wearer’s own skin — a second skin. The material may be regarded as providing a super-stimulus that is more intense than the normal response associated with real skin.”* Below are two statements taken from Sophie Woodwards essay within ‘Global Denim’ and Joanne Entwistle’s book ‘The Fashioned Body: Fashion, Dress, and the Modern Social Theory’ - also exploring the relationships between women and their jeans. In many other cases, jeans are valued through the personalized way in which a pair of jeans adapts to the wearer’s body (Woodward: 2007, 148) The personalization determines the way that a pair of jeans adapts to ones body, enabling them to be intimate to you only. After a period of time, the natural progression of distressing is generated through the way that one wears their jeans. The adaptation later forms a Second Skin, due to the fabric duplicated the shape of ones legs, this is mainly seen through the wear of Skinny Jeans. Seeing at the adaptation forms a vital aspect of Intimacy, this will be featured within the script and filming of Intimacy Dress is both an intimate experience of the body and a public presentation of it’. (Entwistle: 2000,7) Entwistle explains the intimate experience of the body and how denim portrays a public representation of this. Similar to Woodward’s exploration of ‘Intimacy’ and ‘Denim’, her focal point is based on the importance of adaptation too. The clothing you wear is representation of you, due to the reasons of why you wear a specific garment, and the reasons of why you chose to wear it on a specific occasion. These factors add to the definition of the intimacy that each person experiences, when wearing their favourite jeans. Thus, the interpretation of denim is ‘an intimate experience and a public presentation of it’.” *Defintions have been taken from http://www.oxforddictionaries.com

THEME

RESEARCH

FREEDOM

THEMES “FREE/FREEDOM”

Freedom has a variety of definitions, therefore the ones used to define this word, have been determined by the relevance they have towards Levi’s +. “The state of being unrestricted and able to move easily: Familiarity or openness in speech or behaviour.”* The reasons for using the word Freedom, is not reflective of academic research – but has been identified by researching Levi’s brand ethos. As mentioned previously while reflecting and identifying Levi’s three brand values that identify their ethos, discussed where the words ‘Youth’, ‘Freedom’ and ‘Rebellion’. The utilization of Freedom has been determined through the depth of potential, with regards to script writing while creating a relevant yet effective narrative. Therefore, this promotional video will be underpinned by the Freedom that one gains and feels once they wear a specific pair of jeans.

R E F L E C T I O N Analyzing the meanings of each word, and the process of how they have formed two key themes for the promotion of Levi’s +, has benefitted one to brainstorm potential ideas for visuals, narrative, scripts, locations and storyboards. Underpinning the focal point of themes that will be used, will lead to further development of the construction of scripts. The scripts will be created through questioning Grace Monksfield-Hammonds*, based on her stories that define Freedom and the term Second Skin personally to her, as the questions asked are reflective of the findings and research seen within this chapter. *The actress used within the films

DEVELOPING A NARRATIVE - INTIMACY Within this section of research, explored will be the process of writing and developing an effective script for all films. Appendices 1 & 2 show the questions asked to Grace Monksfield-Hammonds (the actress who will be used within each film) to conduct a natural and honest narrative of based on stories true to her, as this would also be shown through the filming of these stories.The answers produced by Grace were not clear and have not been elaborated enough to produce an effective narrative, as her answers were only a couple of sentences long, this is due to her miss-understanding of the word intimacy. However, she was able to elaborate on her exploration of Second Skin and what this means to her. “My jeans are a cover up, I may not have the nicest skin, but then you put on your jeans, and no one will see your skin, but they’re still the same shape, my jeans are my second skin. Once you’ve taken them off you can feel completely different because I feel very exposed and the jeans act as a cover up and a shield to whatever it is your trying to hide.” This answer has proved to be highly beneficial and will contribute to the narrative writing for Intimacy/Second Skin – as she explains the reasons why her jeans are intimate to her. By stating ‘My jeans are a cover up’ this shows signs that they act as her safety blanket as she finds safety and security while wearing them, as they ‘act as a cover up and shield to whatever it is she is trying to hide’. Her feeling of exposure, once she has taken them off explains how she has lost that comfort and security that she felt once wearing them. ‘When I wear my jeans they make me feel confident, because they are comfortable you are going to feel confident. If your wearing jeans that are comfortable you’re going to feel confident, if you find yourself in a uncomfortable situation you don’t want to be in, if you’re feeling and looking good you feel a little bit better about yourself.’ Her ability to feel confident has been identified when asked ‘How do your jeans make you feel when you wear them?’ She states “They make me feel confident!”. Seeing as the key message within the Levi’s + campaign is to Embrace it! This answer will definitely be included within the narrative for intimacy/second skin as it shows a literal indication of what this campaign is about.

R E F L E C T I O N Reflecting upon the analysis of these answers, identified is the need to input her confidence gained once wearing her jeans, as this defines her interpretation of Second Skin. Adding to this is the need to also include how her jeans form a constant cover-up and enable her to hide her imperfections. Further development of this narrative will be conducted through abstract writing, and through the use of brainstorming words with similar meanings of ‘Intimacy’ to see if this can form key inspiration and justification towards the final script. Seeing as her answers are not literally reflective of the word Intimacy, due to her confusion and interpretation of the word, the term ‘Second Skin’ will be used to name this film as this justifies the reasons to scrap the word ‘Intimacy’.

DEVELOPING

NARRATIVE

Due to the nature of filming and preperation of shooting, storyboards were not conducted as one wanted to demonstrate a natural and free-flowing effect. Seeing as the relationship between one and the model is friendly, arrangements of filming were easily made and we were both able to contribute and collaborate ideas of shots, locations and her actions. Although there were no initial storyboards made, inspirational mood boards were made to enable one to understand what was needed during filming. This has proved to be effective, due to the surprise of shots created. Although re-filming arrangements were made to fill in what was missing. Below is the inspirational imagery for Second Skin.

SECOND

SKIN

STORYBOARD

DEVELOPING A NARRATIVE - FREEDOM The answers generated from this question and answer session, proved to be more clear, concise and literal to the term Freedom. As Grace successfully conducted an answer that explored where, why and when she feels free. “Southbank – there’s something about walking across a bridge, whether it be London Bridge, Tower Bridge, even if it’s a really hot summers day and you got a massive wind coming towards you - I always think of that, and I will on top of the world and that’s a real big freedom thing for me.” Stating that her place of freedom is when she is on the Southbank has enabled the justification of a strong narrative and also a location. The narrative will explore her journey of Freedom when heading towards the Southbank, and will be followed by how she feels once there. With comparison to development of the narrative for ‘Intimacy’, this has been more straightforward due to her cooperation of conducting a clear and concise answer. Further location research will be conducted to see which bridge would suit best with this film, as the Southbank is a pretty big place within London. This will also suit the promotion of Levi’s +, as this campaign aims to cater towards a UK market. Therefore, consumers will identify this through this film clearly, due to the narrative being based on the UK’s capital London, and will also be successfully communicated through the videography too.

DEVELOPING

NARRATIVE

FREEDOM

STORY

BOARD

Below are inspiration images for the narrative ‘Freedom’.

L O G I S T I C S This chapter will explore the logistics behind the creation and justification of the promotional films for Levi’s +. This will include research based on hair and make-up choices, styling and location research fot each film and finally the logistics behind the promotion of this campaign.

GRACE MONKSFIELD HAMMONDS The model that will feature within the two promotional campaigns will be a young, plus-size actress called Grace Monksfield-Hammonds. Having studied at Brit School and now attending Goldsmith University in London, Grace has a solid background of theatre experience, and is highly comfortable in front of the camera. Adding to the reasoning of why she has been chosen, her style, hair and natural presence has all been considered. She is a perfect candidate to be featured within the Levi’s + range – as being a size 18 herself, women of plus-size can aspire to embrace their jeans as how she is wearing them, this is due to the natural confidence and comfort in front of the camera that she displays.

LOGISTICS

MAKE

MAKE UP NATURAL - The natural element has been inspired by the make-up that Leviâ&#x20AC;&#x2122;s have demonstrated throughout their imagery. The natural look will be implemented through the use of heavy brows, bronzer on cheeks, forehead and nose, nude/ brown lipstick with an added clear gloss, mascara, concealer and foundation.

MAKE UP DEMONSTRATED BY LEVIS

MAKE UP MOODBOARD/INSPIRATION

H A I R CURLY/THICK Grace has extremely thick, curly hair, which is impossible to straighten in order to fulfill a long, wavy, natural look. Therefore, her natural hair will be used due to the difficulty of styling. However, her curly hair will add an extra dynamic and texture to both the film and promotional imagery â&#x20AC;&#x201C; as it is pretty hard to control and quite rebellious to a certain extent. Below are images, exploring the possibilities of potential styling aside the models actual hair.

STYLING The obvious key item that will be consistently used through each look will be denim. This includes the effectiveness of double denim, accompanied by a plain top underneath, denim shirts, 2 denim bags, a variety of denim jeans all differentiating in colour, style and added extras (rips and tears). An American flag will be used to utilize the American heritage, alongside checkered shirts to add an extra dynamic. The accessories considered will involve a numerous amount of silver sterling rings, and necklaces to emphasis her maximalist style. Shoes will include colorful trainers and converse to infuse the youthfulness. Below are mood boardâ&#x20AC;&#x2122;s showcasing inspirational styling imagery. As seen are images of slim models, as it proved highly difficult to find plus-size images that provided inspirational styling. Therefore, the clothing seen within these images will be used, but will be replicated through plus-sizes. All denim used will be Leviâ&#x20AC;&#x2122;s, and will be heavily branded within each promotional film.

LOGISTICS

STYLING

L O C A T I O N FREEDOM While brainstorming relevant questions and words related to the term Freedom, generated were the feelings of freedom to express oneself, the ability to be whoever you want to be and also the freedom to be yourself. All these terms are reflective of how one would embrace freedom within their jeans, and this will be embodied within the first theme ‘Freedom’. Researching locations within London, with the freedom and space to generate a lateral yet visually pleasing location to demonstrate the model and the freedom with her denim, spacious green fields were initially envisioned to generate freedom and space within the campaign. However, this initial idea has altered due to the answers gained from stories that have contributed to the narrative of ‘Freedom’. Utilizing a story based on the freedom gained, when walking across the River Thames, has led to the research of the Millennium Bridge – due to easy access of filming and its pedestrian aesthetics. Therefore, the basis of this research explores the Southbank, and the Millennium Bridge.

SOUT HBANK

Originating in 2000, the Millennium Bridge is pedestrian-only, enabling Londoners to travel from the Tate Modern directly to St. Paul’s Cathedral over the River Thames. The short walk, provides scenic views of London, including key sights such as Tower Bridge, The Shard, St. Paul’s Cathedral and way in to the distance siting’s of Big Ben and the Millennium Wheel are visible. This defines Millennium Bridge as a vital tourist attraction, and enables one to view London from a picturesque perspective. Aside from the reasons of why Millennium Bridge will be used within the promotional film ‘Freedom’, the views of London have determined the finalization of using this bridge within this clip, to enable viewers to further identify that the plus-size range will be available within the UK. 46

LOCATION

RESEARCH

SECOND

SKIN

L O C A T I O N SECOND SKIN

Reflective of the script, the storyboard for Second Skin is based around an abstract aesthetic. This is due to the fact that the answers received are very minimal and short, therefore below are two location options reflective of the answers gained and visuals identified within the storyboard.

HAMPSTEAD HEATH N2 Within the wealthy borough of Hampstead, lies the beautiful Hampstead Heath covering 790 acres of fields, greenery and public swimming pools. Hampstead Heath provides multiple locations, all visually pleasing due to mass amount of free space and fields that it is famously known for. Within the northern area of Hampstead Heath forms the home of Kenwood Estate. This is a popular area for yummy mummy’s and their children to dine and socialize on the weekends, and also is a hot spot for dog walkers. The house is highly picturesque and has been famously used within the British Rom-Com film ‘Notting Hill’. Originating in 1764, Kenwood Estate has been home to the rich and royals, and is now home to the 1st Earl of Iveagh’s collection of old master and British paintings by Rembrandt, Vermeer and others.

HERNE BAY Herne Bay is a seaside town in Kent, South England and fulfills the quintessential English seaside, due to its quaint surrounding village. Herne Bay is a popular retirement location, for people to escape the hustle and bustle of London – which is a quick 1 hour 30 minute drive away. This seaside location has been considered due to the location and easy access of this area for one, and also it’s visually sights including beach huts, piers and cobbled beaches. The access of water, which has been seen throughout Levi’s videography, has determined the possibility of this location. In order, to replicate denim from a lateral perspective.

LOGO

RESEARCH

LOGO RESEARCH The development of the branding and logo for Levi’s + has been based on sticking to the original yet current aesthetic that Levi’s used today – the batwing red logo. This is to ensure new plus-size consumers can easily identify the similarity of this line has the same brand attention and identity in conjunction with Levi’s other diffusion lines – as this lack of attention has previously been identified with their American plus-size range. Fig 12 Therefore the ‘Red Batwing’ logo will be used to emphasis brand identity. The placement of text and colour has been further explored below to justify the reasons behind the decision making of the final logo. Through analyzing the variety of logos that Levi’s have created for their specialized denim lines, the alteration of text and colour has been identified. Fig 12 shows the official logo for Levi’s Revel – a collection of shape defining jeans available under their other line Curve ID. The text used is Minion Pro and can be seen throughout their website. This provides a sleek, minimal yet effective finish, and adds more emphasis towards the black bat-wing symbol. This may be used for the line Embrace it!, which will be shown alongside the Levi’s + logo, to enforce the meaning behind the line consistently.

©+©IGNS Due to the minimalism that Levi’s use when finalizing their logos, the development of infusing the ‘Plus’ of Levi’s + has proved to be highly difficult. This is due to the many adaptations of implementing this sign. Due the aesethic of this line aimed towards plus-size women, the suggestions of placing a plus-size silhouette were thought through, but were later scraped due to the minimalism of their logos. Reflective of the sign used for Levi’s Revel, the idea of using a red batwing logo with text positioned on top has also been identified. However, the plus-size range needs to maintain its own identity through the use of its own logo. Therefore, the literal use of a ‘+’ sign has been used, seeing as adding this hasn’t altered the design of the batwing logo, and is still reflective of the synonymous logo that Levi’s are famous for.

LOGO

RESEARCH

Possible logo ideas

OPTIONS

EDITING The editing process of each film and trailer has been inspired by the analysis and in-depth research of Levi’s previous campaign videography. Key reflections for this analysis have been taken on board and can be clearly seen throughout this section through the justification of music, narrative and edited effects.

E F F E C T S Staying true to the brand’s identity, adding a minimal effect on the water shots has enabled the emphasis of the colour blue to drill in the lateral metaphor of denim, that Levi’s have previously used. Also the added effect of a light mustard/yellow has been used, to create the effect of an early morning sunrise. The logistics behind adjusting the colour of these filters can be seen below.

M U S I C The use of the instrumental for the 6 second trailer, has been taken from the song Falling by a girl band Haim. This is due to the strong, heavy beat that is introduced within the beginning of the song. This has enabled a dramatic emphasis of the text used within this clip, as the text and images have been edited and cut on the beat, to intensify this effect.

T E X T The font for the text used has been taken from Levi’s website, and has been used to introduce each theme within the early seconds of the clips. The Levi’s + logo has also been used to enable viewers to identify a link between the promotion and the plus-size range. Finding the text was highly difficult, as it isn’t a standardized text available on Microsoft Word, or Adobe Software. Finally finding it after endless searching, it gives a professional look by staying true to the text that Levi’s use.

POP -

UP LOGISTICS

The logistics behind promoting Levi’s +, will be through the use of QR codes and nation-wide pop-up installations within the England region. This will be justified through the understanding of how to use QR codes effectively through the analysis of Diesel and how they have utilised this marketing tool successfully. Through generating promotional advertorials from the promotional films, QR codes will be placed upon these images, where viewers can scan the QR codes on their phones and discover where their nearest Levi’s + popup in-store installation is to them. The locations will be justified through researching UK cities that have the highest overweight percentage, in order to cater to the correct target market. DATES of in-store installations– Month of August – Justification – Due to College finishing within July and University students finishing within May and June. Therefore the availability is open to all students within the age barrier of 18-25

POP-UP

INSTALLATION

RESEARCH

Visual inspiration for the in-store VM and installations for Levi’s + has been taken from previous pop-up VM, in order to fulfill the brand aesethic in store and to ensure that plus-size consumers are buying in to the brand, the same way that their existing consumers do. Key points of inspiration shown include the way that Levi’s visually display their American heritage, imagery and videography – in order to stay true to the brands visual ethos and also to generate inspiration and ideas based on how to display the two films alongside all advertorial images.

IMAGE DISPLAYS

Levi’s Regent Street Store This image has been taken from Levi’s London Regent Street Store, and showcases the marketing imagery for #Makeourmark. The images used are stills from the promotional film that has been used to promote this campaign. Each image includes the hashtag ‘#MAKEYOURMARK’, which can be seen throughout the video, and promotion of this campaign. Therefore, added within the images to showcase Levi’s + within each installation will be a QR code alongside the term Embrace it, to enable consumers to scan and view the films in store, as each image will represent each film; Second Skin and Freedom.

POP-UP

INSTALLATION

RESEARCH

H E R I T A G E American Heritage plays a huge part of who Leviâ&#x20AC;&#x2122;s are, and also defines who they are today. Therefore, staying true to the brands aesthetic, the use of American identity will be infused to enable new consumers to identify a link visually between Leviâ&#x20AC;&#x2122;s and their originating ethos. Shown above is an image taken from Bread & Butter in Berlin this year. The clever VM shows the construction of the Empire State building in New York and mimics the image to the left. By using steel beams within the installation enables visitors of the exhibition to gain a feel of what it is like to be apart of the Fig 13 creation of a historic American building. Due to the space available within each store, the area available will be of a smaller scale compared to Fig 13, therefore, imagery reflective of their heritage will be used to utilize this effect. Fig 14 displays a still from the film Second Skin. This will cover the wall of where the installation will be, due to the literal use of an American Flag to demonstrate this.

Fig 14

POP-UP

INSTALLATION

RESEARCH

RAW MATERIALS

The images above are generic visuals showcasing Levi’s use of Raw Materials within their stores, to encapsulate a real working environment through the consistent use of Wood, Bricks and Steel. This helps to tell the story of whom Levi’s originally catered to back in 1853 – the working class of America. It’s as if Levi’s are encouraging consumers to step back in time, and to remind them of their originating aesthetics. This effect suits the brand best, as they are able to deliver a consistent brand identity through their stores. The use of steel railings for displaying merchandise will be used, as this is both visually effective and also displays a minimal effect to ensure that all focus is on the garments, promotional videography and imagery of Levi’s +. The use of wood and bricks are already set within Levi’s stores, therefore the need to reapply this effect is not needed.

POP

STORE

LOGISTICS

LOCATION

L O C A T I O N S The locations of the pop-up stores have been determined through statistical research, showcasing cities and towns within the UK that attain a high percentage of obesity within their overall population. The statistics have been taken from the Telegraph, and were previously distributed online in Feb 2014. Over 64 per cent of adults within the UK are overweight or obese, adding to ever-growing prediction that in 2050 half of the UK population will be overweight. (See appendix 3). 319 locations have been noted, alongside their Region, County and overall percentage. Finalising the locations for the pop-up installations have been justified through identifying the nearest Levi’s Original Store closest to each area. This has enabled the process of narrowing down 319 locations to just 26. The highest availability of stores within a region has been the South East, due to a high number of stand-alone Levi’s stores within this area. The North region will execute 8 pop-up installations, as the North West and East both have the highest percentage of obesity within the UK, followed by the West and East Midlands, who both have a percentage over 65%. The Midlands will hold 5 available pop-up installations within the East, due to the non-access of Levi’s Original stores within the West. Finally, the South West will have 2 pop-up installations available, reflective of the low number of stores within the region, adding to their low percentage of obesity being 62.7%. See appendix 3

List of in-store installations; 1. Meadowhall 2. West Quays 3. Lakeside 4. Metro Centre 5. MK Shopping Centre 6. Cambridge - Grand Arcade 7. High Ousegate 8. Clumber Street Nottingham 9. High Cross Centre 10. Eldon Way Eldon Sq 11. Arndale Centre 12. Brighton 13. Liverpool 14. Bluewater 15. Covent Garden 16. The Met Quarter 17. Merchants Hall 18. Glades Shopping Centre 19. Grand Floor Grand Arcade 20. Bristol 21. Carnary Wharf 22. Trafford Centre 23. Queen Street 24. Regent Street 25. Park Street 26. Churchill Sq Centre

POP

STORE

LOGISTICS

CODES

I LIKE DIESEL - CASE STUDY Concept

What’s good about the concept? I ‘Like’ Diesel cleverly incorporates content from the real world, directly on to your Facebook through the process of scanning a QR code. This acts as viral ‘word of mouth’ marketing, due to the advantage of interaction once one uploads their favourite products on to their Facebook page. This enables social brand awareness and is currently limited to their European markets, to test whether this could potential work on a global scale.

POP

STORE

LOGISTICS

CODES

What’s bad about this concept? Through reading copious amounts of reports based on this campaign, the inability to find disadvantages of this campaign was identified. The innovation of combining QR codes and social media has showcased Diesel as a forward-thinking brand, who thrives off of standing outside of the box in terms of marketing.

R E F L E C T I O N How is the analysis of I Like Diesel beneficial for Levi’s +? The analysis of this concept has been beneficial due to the crucial element of thinking outside the box with regards to QR codes – seeing as they have been over-used and implemented by a large majority of brands within the past couple of years. Diesel’s idea of testing this campaign on a smaller market rather than a global one has identified their way of reporting the potential of this campaign before pursuing it further. This is reflective of the temporary installations of Levi’s + within their stores, to record the success of these installations and to see if they could potentially be a permanent feature. Finally, understanding how Diesel have utilized QR codes to promote their denim, has helped to develop a further understanding between the potential of QR codes and its relation with denim. Diesel has cleverly used this marketing technique through the use of innovation, and has successfully used this tool.

APPENDICES 1 Below show the questions asked, while developing the narratives for each film. Key words and additional questions have been used to encourage Grace to find a deeper understanding of the answers needed.

Appendices 1 What does intimacy mean to you? -Whatâ&#x20AC;&#x2122;s the first words that come in to your mind, encouraged to describe it How have your jeans adapted to your shape? - How are they tailored to you specifically? - Does this increase the intimacy that is portrayed with your denim How does the adaption of your jeans to your shape present you as a person? -Are they a true representation of you? - Is this reflective by the amount of times you wear them during the week? Discuss the meaning and purpose of the rips and tears that you have generated in your denim? - Does this initially make you suggest and feel that you are the only person with these jeans? - Unique to you, personal, How do your jeans make you feel when you wear them? - Comfort, confidence, Sensual, Closeness, Tailored, Known - Are you able to conquer anything? - Are you able to find ease when in an uncomfortable situation while wearing them? - Conquer awkward social gathering?

APPENDICES 2 Below show the questions asked, while developing the narratives for each film. Key words and additional questions have been used to encourage Grace to find a deeper understanding of the answers needed.

Appendices 2 FREEDOM - AMERICAN HERITAGE - LEVIâ&#x20AC;&#x2122;S QUESTIONS What does Freedom mean to you? - Being within a big field, running around, being yourself, freedom in clothes, Where do you feel free? - Encouraged to explain the location, feeling, smells and things that she experienced How free do you feel in your denim? - Describe the feeling of freedom with your denim? - Physical freedom - Dancing? Do you have the freedom to be yourself when wearing them? - Encouraged to discuss how she can wear them any wherever and whenever she wants What are you able to achieve when you are wearing your jeans? - Day to day activities, personal goals KEY WORDS - Openness, Run, Independence, Determination, Ease, Relieve, Individualism, Open, Natural, Freely, Set Free, Exempt, Land of the Free - American Heritage

APPENDICES 3 http://www.telegraph.co.uk/health/healthnews/10617126/Revealed-the-fattest-towns-and-cities-in-England.html 1. Copeland in west Cumbria (75.9% are overweight or obese) 2. Doncaster in South Yorkshire (74.4%) 3. East Lindsey in Lincolnshire (73.8%) 4. Ryedale in North Yorkshire (73.7%) 5. Sedgemoor in Somerset (73.4%) 6. Gosport in Hampshire (72.9%) 7. Castle Point in south Essex (72.8%) 8. Bolsover in Derbyshire (72.5%) 9. County Durham (72.5%) 10. Milton Keynes (72.5%) Counties 1. Cumbria (68.3%) 2. Lincolnshire (68.2%) 3. North Yorkshire (67.9%) 4. Staffordshire (67.9%) 5. Northamptonshire (67.5%) 6. Essex (67.3%) 7. Derbyshire (66.9%) 8. Nottinghamshire (66.4%) 9. Norfolk (65.7%) 10. Worcestershire (65.5%) Regions 1. North-east (68%) 2. North-west (66%) 3. West Midlands (65.7%) 4. East Midlands (65.6%) 5. Yorkshire and the Humber (65.4%) 6. East of England (65.1%) 7. South-east (63.1%) 8. South-west (62.7%) 9. London (57.3%)

BIBLOGRAPHY

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IMAGES

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Front Cover – Cracked American Flag - http://mycharityretailfellowship.blogspot.co.uk Page 3 – Levi’s Flag - http://www.digogmigskagen.dk/brands/streetammo.html Page 3 – Brand Moodboard - https://www.youtube.com/watch?v=Mtj0YiobSNc - http://www.c-heads.com/tag/ model/page/12/ - http://personal.ashland.edu/jpiirto/JAMESD~1.HTM - http://www.shootgroup.com/2011/10/ gavin-watson-fashion-for-wad-magazine-paris-50-floors-issue/ - http://adsoftheworld.com/media/print/levi_ strauss_roadwear_open_road - http://www.paulunderhill.com/event-photography/music-events-festival-photography-music-photographer-documentary-photography/ Page 5 – Taken from www.levis.com Pages 8 – 10 – All images and text have been taken from http://www.levi.com/GB/en_GB/about/history-heritage Pages 12 – 13 Fig 4, 5 & 6 – All images and information with regards to their plus-size range has been taken from http://us.levi.com/family/index.jsp?categoryId=32195036&cp=3146849.3146909.32195016&ab=specialsizes_plus_011714 Page 14 - www.levis.com Page 15 - http://levis501.com/index.php. Levi’s 501 original Levi’s commuter - http://deafpigeon.co.uk/blog/2012/05/levi-commuter-range-at-scene/ http://www.highsnobiety.com/2013/03/14/levis-commuter-springsummer-2013-lookbook/ Page 16 – 17 - http://www.koolmuzone.pk/2011/05/levis-the-originals-inspire-zoe-viccaji-bilal-khan-photoshoot/ http://www.kimgray.co.za/2011/08/12/go-forth-with-levis/ http://theinspirationroom.com/daily/2011/levis-ready-to-work/ http://www.cloudyhot.com:8080/showItem/showDetail/14161561.html Page 18 – http://us.levi.com/family/index.jsp?categoryId=32195036&cp=3146849.3146909.32195016&ab=specialsizes_plus_011714 Page 19 – http://blitzkriegbeauty.blogspot.co.uk/2011/01/my-new-levis-ads-shot-by-simon-burstall.html http://yvision.kz/post/242748 Page 20 & 21 – http://www.bellazon.com/main/topic/45748-sidney-williams/ Stills taken from https://www.youtube.com/watch?v=Iuw_gBzYKSc

Pages 22 & 23 Stills taken from https://www.youtube.com/watch?v=KT16DcHcjRA Page 24 – http://eu.lee.com Page 25 & 26 - http://www.wrangler-europe.com Page 27 - http://www.pepejeans.com/en/?___from_store=es Page 28 - http://fashion.telegraph.co.uk/galleries/TMG5734701/Beth-Dittos-collection-for-Evans.html Page 29 - http://www.dazeddigital.com/fashion/gallery/16698/3/rick-owens-ss14 Page 31- http://madisonplus.com/style-file/simply-be-lookbook-2011/ Page 31 - http://www.gorgeautiful.com/what-to-wear-to-a-wedding-spring-summer-2014-plus-size-weddingguest-dresses/spring-summer-plus-size-wedding-guest-dresses-by-simply-be/ http://www.plus-model-mag.com/2014/03/plus-size-fashion-brand-spotlight-12-uk-plus-size-clothing-brandsyou-should-know/ Page 34 - http://www.emu.dk/sites/default/files/Seksualundervisninger%20på%20erhvervsuddannelser%202014. pdf http://hedvigs.nu/2012/maj.html Page 35 – http://weheartit.com/entry/group/45448006 Page 37 – Still taken from https://www.youtube.com/watch?v=hy9U6HMcFG8 http://trendland.com/stylist-new-fashion-visionaries/ Page 39 - http://pt.wikipedia.org/wiki/Millennium_Bridge http://ericwhitacre.com/blog/virtual-choir-3-featured-in-the-olympic-celebrations Page 41 – www.levis.com

Page 42 – http://www.24blogazine.com/4-cool-makeup-trends-you-must-try/ http://kcvmakeup.blogspot.co.uk http://www.hispotion.com/friday-inspiration-10-8068 http://www.dailywt.com/7diy-wonderful-night-makeup-ideas/ http://www.pinterest.com/pin/158400111864011037/ http://cocktaildemariposas.com/tag/maquillaje/ http://blog.daum.net/_blog/BlogTypeView.do?blogid=0Q13L&articleno=15598&categoryId=11&regdt=20120126221900 http://beautyfetishist.tumblr.com/page/103 http://www.pinterest.com/svetlanayanova/polina-inspiration-board/ Page 43 – http://www.pinterest.com/explore/curly-blonde/ http://www.marieclaire.fr/,carre-mi-long-boucle-de-jean-marc-maniatis,2610297,445231.asp Page 44 All styling images have been taken from Pinterest. Page 47 – http://www.geograph.org.uk/photo/122578 http://www.pinterest.com/pin/25684660345048060/ Page 48 - http://levi.com.ph/ph/newsevents/2013/10/levis-revel-a-new-revolution-in-shaping-jeans.html Page 51 - http://www.google.co.uk/imgres?imgurl=http://www.luckyfox.uk.com/content/uploads/2013/10/ Levis-frontier2.jpg&imgrefurl=http://www.luckyfox.uk.com/work/levis-5/&h=545&w=727&tbnid=x5us1yehoEPtrM&zoom=1&tbnh=194&tbnw=259&usg=__1JTs76kpD3f6FH69TVW5n-y1nbk= Page 52 - http://retaildesignblog.net/2014/01/31/bread-butter-berlin-2014-winter-levis-vintage-clothing/

Page 53 - http://www.woodsmithe.com/projects/ http://www.usefashion.com/categorias/Noticias.aspx?idnoticia=101882 https://www.google.co.uk/search?sa=G&tbm=isch&tbs=simg:CAQSZRpjCxCo1NgEGgIIAgwLELCMpwgaPAo6CAISFL4m5x3pJfoduSa5Jbsm4yakItoRGiBvYdwCoEDBWI_1UK7CYWWvuobldmgmHDnF8hyNOlt4JvgwLEI6u_1ggaCgoICAESBH0pR1wM&ei=HANTU6jbKaWs7QaTi4GoBQ&ved=0CCcQwg4oAA&biw=1242&bih=693#facrc=_&imgrc=ZVsNymSNjzOCLM%253A%3BF6a8SmqKuRl 5fM%3Bhttp%253A%252F%252Fwww.woodsmithe.com%252Fuploads%252Fimg_2902_standard.jpg%3Bhttp%253A%252F%252Fwww.woodsmithe.com%252Fprojects%252F%3B1560%3B1040 Page 56 – http://www.brandexperience.info/diesel-qr-facebook-like/