Levi’s: A Century of Denim and Sustainability
Brand Concept:
• Individual Expression: Celebrates self-expression and individuality through versatile denim pieces adaptable to personal tastes.
• Community and Inclusion: Levi’s strives for inclusivity and champions social causes, reflecting its diverse customer base.
• Quality and Durability: Levi’s core value lies in crafting garments built to last, defying fast fashion trends.
Source:
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.designrush.com%2Fbest-designs%2Flogo%2Flevis-logo&psig=AOvVaw331Vje64Gyv2nUDRZOKH2L&ust=1707133893501000&source=images&cd=vfe&opi=89978449&ved=0CBIQjRxqFwoTCOigrL3PkYQDFQAAAAAdAAAAABAD
Brand Positioning Map: (personal opinion)
§ Buy Better, Wear Longer for a More Sustainable Future
§Buy Better, Wear Longer for a More Sustainable Future
1. Contribution to the Ecological System:
• Durable Products: Levi’s is renowned for its high-quality, durable denim made to last for generations. This reduces the need for frequent replacements and minimizes textile waste.
• Sustainable Materials: The brand continuously invests in eco-conscious materials like organic cotton, recycled fibers, and water-saving methods like
Water<Less® technology. Their WellThread® line uses recycled plastic bottles and cotton scraps.
• Repair & Secondhand Programs: Levi’s Secondhand stores extend the life of garments by promoting pre-owned clothing and offering tailoring
services. Their in-store Tailor Shops help customers repair and customize their Levi’s, further reducing garment waste.
2. “Buy Better, Wear Longer” Campaign (2021):
• Campaign Mission: To raise awareness about the environmental impact of fast fashion and encourage consumers to make conscious choices.
• Impact:
– Recognized by the United Nations for its contribution to sustainability.
– Increased consumer awareness about mindful consumption.
– Drove sales of their more sustainable product lines.
