"Everyone has a story about Levi's," Jennifer Sey, Global CMO of the San Francisco-based denim brand, told delegates at the Advertising Research Foundation's (ARF) 2017 Annual Conference.
"It's usually a story from when they were young. They want to tell you about the road trip they took after college, or the concert they went to."
The challenge for Sey's team, she proposed, is making sure the brand's jeans, jackets, shirts and other apparel remain truly relevant for young consumers. Achieving that goal, in turn, depends in large part on telling stories that resonate with the target audience's personal desires and...