LEVIS group project

Recently our group was assigned a big project to pitch the the company as an agency an idea to effectively communicate with Gen Z consumers !.

When we were initially assigned this project we brainstormed different possibilities and carried out some secondary and primary research in an attempt to link both into the idea stage . I conducted some interviews around the campus to students asking them questions on specific topics such as their views on sustainability , their concerns for the world and environment right now and some general questions to get a better view of the students personality while the other half of our group went into the Levis store and interviewed the store assistant and manger reciting some insights and giving us a better perspective on how to approach this project .

So after a lot of trial and error , brainstorming and coffees we came up with this project idea !.

PROJECT

Rising C02 levels. Melting ice caps. Pollution. Plastic. Landfill. Chemicals. The list can go on and on. The earth and our environment has been, and continues to be, abused and stripped of resources; treated like a commodity and nothing else, and the fashion industry is one of the biggest culprits.

This is why, when investigating Levi’s through secondary research we were delighted and pleasantly surprised, for rather we discovered a positive and hopeful future in the number of efforts of the brand to become more sustainable. Reducing the amount of water to produce jeans. Chemical nm prorammes. Sustainable cotton sources.Again, the list could go on, but what became significant was: why did we not know? Well it turns out we weren’t the only ones and this is why….

As can be seen, Levi’s fail to communicate their efforts towards sustainability and reducing their negative impact upon the environment in their stores- even their own staff only possess limited knowledge and so it is no wonder why consumers aren’t aware. Again we are left asking why? Sustainability has never been a more pressing issue and is a big concern for students, but don’t just take our word for it; when we asked students their concerns with wider societal issues, 68% sighted environmental problems as a concern. So why aren’t a brand like Levi’s showing us that they too care, and are on our side. These students form generation z who are on track to become the biggest group of consumers and are also highly influential to the family in purchasing decisions. Not showing support and appealing to their concerns is a problem- and will certainly be a costly one in the future. The sustainability conversation is only set to increase and so to avoid the risk of appearing behind the times Levi’s should ensure they resolve their current problem of an unclear sustainability message and so we’re offering to step in and help….

Our idea is for Levi’s to promote their sustainable methods in an interactive and immersive experience in order to better communicate and engage with their student market. How I hear you ask? Well it was time to revisit our research which revealed many helpful insights….

As we have just seen, the majority of students are spending their money on food and eating out which suggests that incorporating the food industry would be highly appealing and attractive to students, and even more so if we could do this for free and save them some money where they would normally spend. It was also revealed the best way for a brand to reach students was through social media and so immediately we knew our online communication would be key to the success of our idea.

So what do you get when you add food ,social media and the environment?

The answer is ‘Learn, Live, Last, Love Levi’s’.

‘Learn, Live, Last, Love Levi’s’ is a pop up event that will see the collaboration between local Levi’s stores and local universities within student cities, for example here in Nottingham, but also places such as Manchester and Birmingham. The event offers students the chance to interact and engage with the brand and really learn and understand the process of making Levi’s products in a sustainable manner. Students will walk through the event beginning at the start of the jean making process able to see, hear and feel the different elements that comprise the process from the cotton to the water. The event will engage all senses , use augmented reality features and certainly be an exciting venue sure to be circulated wider on Instagram.

A variety of free food and refreshments will be provided but not just any old food. Wrappers will be biodegradable and printed with factual information of Levi’s sustainability work so even if all you do is come for the food we can guarantee you will leave being more informed about Levi’s sustainability efforts than you were when you arrived. There will of course be the opportunity to buy Levi’s products and the presence of the tailoring station that offers customizing products as personalization is very popular.

To advertise and promote the event Levi’s will use these gifs we have created on their social media and in store windows as social media is where students said is the best way to reach them. All event information and any pictures shared by the brand will be tagged with the hashtag #learnlivelastlovelevi’s and we encourage students to do the same. This will ensure all those who unfortunately miss out on the event can experience the event digitally and find out all relevant information, future work the brand do to improve their sustainability efforts can be advertised with the same hashtag, and also the possibility of future events.

Our solution

to Levi’s problem of unclear- or should we say missing- sustainability communication is timely, effective and exciting and provides an insight into the brand at a level never previously offered before. Our idea fulfils its objective to communicate Levi’s sustainability message clearly and in addition is strong as education lasts a lifetime; human beings learn facts easily and with such a fun experience they are sure to retain what they learn and so we are offering a long term solution. After this event we can guarantee students will leave informed and as a result this will bring Levi’s to the forefront of the sustainability conversation. In accordance to our primary research we are sure it will result in the increase of sales and engagement with Levi’s as students can address their environmental concerns by shopping more sustainably.

The use of a hashtag shows Levi’s willingness and ability to speak to students on their own favoured platform to talk to them making it easy, accessible, and relevant and it certainly promotes the wider circulation of the event which we recognise to be extremely important in todays digital age.