Complacency kills: protecting Levi's cool mindshare

Kirsty Fuller and Flemming Thygesen

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi's ® brand.

Complacency kills: protecting Levi's cool mindshare

Kirsty Fuller (Flamingo Research Ltd, UK) and Flemming Thygesen (Levi Strauss Co, Europe, Belgium)

THE CHALLENGE FACING LEVI'S

Since the 1980s and the legendary advertising execution 'Launderette', the Levi's brand has enjoyed the enviable and seemingly unassailable position of brand leader in the European denim market. More than this, it has become the quintessential youth brand, symbolising the eternal values of freedom, rebellion, sexiness, confidence, individuality; values neatly summed up under the descriptor 'cool'. To think, therefore, of the Levi'sbrand only as leader in the denim market would...

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