Even better than the real thing - Understanding generation Y's definition of ‘authenticity' for the Levi's brand

The definition of “brand authenticity” is dominated by components such as: origin, history and heritage of a brand.

Even better than the real thing – Understanding generation Y's definition of 'authenticity' for the Levi's brand

Joeri Van den BerghKids & Youth Research, InSites Consulting, Belgium

Tom De RuyckInSites Consulting, Belgium

Dirk Van KemsekeLevi Strauss & Co. Europe, Middle East & North Africa, Belgium

INTRODUCTION

“People increasingly see the world in terms of real and fake. They want to buy something real from someone genuine, not a fake from some phony”, wrote James Gilmore and B. Joseph Pine II in their management book “Authenticity. What Consumers Really Want”(Gilmore and Pine, 2007). In a society...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands