Levi's Brief

For our second brief of the term, we were given the opportunity to work with Levi's to create a 5 minute video from insights we found on what students want followed by a presentation. We noticed from our research that students were buying 2nd hand and vintage Levi's products compared to brand new. From our secondary research we found 53% of Gen Z bought a product because they wanted to show support for issues they stood for. Also, 29% actively seek out brands based on their values. From this we chose to focus our brief on sustainability and from this we discovered a lot of students were unaware of how damaging the jeans industry is to the environment, no one had heard about Waterless by Levi's (something Levi's does to help the environment), and that people don't typically view Levi's as a sustainable brand.

In stores such as Topshop and Toms they visibly promote sustainability and have offers such as discount for bringing in old products. Encouraging people to recycle. Compared to the Levi's store were nowhere discusses what they do for sustainability, or anything that makes people want to make a change. In our insights we interviewed a student who ran a vintage shop and she said that student discount works best when boldly promoted and this isn't the case in the Levi's store.

Our main idea to tackle this was to create an app called 'The Levi's Exchange App' which is a platform where you can swap your Levi's clothing between people for no cost. Having an easy accessible app like this for students will encourage people to not waste their old Levi's products but to instead swap them, therefore helping sustainability and educating them. This will appeal to students as they're getting a “new” product for no cost.