DENIM SHOPPING MADE MEANINGFUL
DIRECTOR OF STRATEGY, CHESKIN ADDED VALUE
PREMIUM DENIM GOLD RUSH Levi Strauss first started making jeans for over 150 years when he first sold them to miners during the California gold rush. However, designing and executing its own stores was new for Levi’s when the premium denim craze began. How could they attract a growing consumer segment that was used to spending over $150 on a pair of jeans when Levi’s had built its brand on accessibility?
SHOPPING AS THERAPY As the strategy co-lead, we took the Levi’s team to NYC to get into the hearts and minds of the denim shopping-obsessed. Through immersive in-the-moment research techniques, we shopped along with their target consumers in their favorite stores both virtually and in the real world. We learned about the meaningful experiences they sought from shopping for fashion to determine the key components that comprise a uniquely compelling shopping experience to help Levi’s optimize future store development and design. In parallel, we analyzed and drew inspiration from fashion trends and best-in-class retailers.
PATHS TO MEANING Once we understood the premium denim lover's motivations, painpoints and conversion drivers, we developed a guiding path-to-purchase storytelling framework to define outages and opportunities for Levi's. We examined key components that contribute to a truly meaningful shopping experience: first impressions, navigation, communication, product selection, communication and customer service. Through working sessions with Levi's store deign and consumer insights teams, we aligned on key experience principles to create a sense of community, discovery and creation for premium denim lovers everywhere.