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
“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...