Levi - Primary&Secondary Research

Quotes:
Research showed that the intended target audience for Levi’s 501 (15 to 19 year olds) saw the United States of the fifties and sixties as cool time and place in history:

"whoever designed this commercial is a flippin genius"

"Best commercial"

"Seriously, Levi's had always been the best, this ad is genius, just like the others, no matter the decade"

"Fantastic"

"Best commercial. One of the better ones." - The Pick Up

"I went to the cinema just to see the ad"

“The commercial made those jeans sexy at a time when Levi’s were struggling to make their product appealing to women of my age, and really that’s where the big spenders come from. Suddenly those jeans became a must-have item! I only wanted them because Nick Kamen wore them and took them off…”

https://thisisnotadvertising.wordpress.com/2012/11/22/levis-501-the-story-behind-launderette/

https://www.youtube.com/watch?v=E4zy-SJ_e6o 

Questions :

1. Do you find the adverts sexist?                                                                                                                       Yes     No
2. Are you male or female?                                                                                                                              Male   Female
3. Have you seen any Levi adverts before?                                                                                                    Yes     No
4. Which is your favourite Levi and why?
5. What age range do you fall into?                                                                                                                  15-19     20 - 24   25-29    30+
6. Do you like the music in the adverts?                                                                                                           Yes     No
7. What type of music do you prefer?                                                                                                     Classical    Rock    Pop    Country    Jazz     Other
8. What do you like or not like about the adverts?
9. Which advert did you find most interesting/ memorable and why?
10. Do you like celebrities featuring in the Levi adverts?                                                                                   Yes     No 
11. Opinions on the topless/ half naked men? 
12. Did watching the adverts make you buy the jeans?                                                                                     Yes      No 
13. Is there anything you would change or improve about the Levi adverts? How and why?

http://www.wgsn.com/blogs/levis-laundrette-advert-1985/

http://www.rediscoverthe80s.com/2013/04/80s-levi-jeans-ads-that-revived-60s.html

http://levi.in/Downloads/PressRelease/Levi's(R)501(R)Jeans-TheHistory.pdf

Levi's lost a billion dollars in profits in the late '90s because it failed to cater to the hip-hop audience.

Baggy jeans were big business, but Levi's chose to focus on its traditional Americana looks that it had been producing for over a 120 years at the time. People wanted extra big jeans, but they weren't exactly getting them from Levi's. In retrospect, maybe this was a good idea that Levi's didn't budge. But in '96 the brands profits were $7.1 billion, by '97, the number had shrunk to $6 billion.

http://uk.complex.com/style/2013/06/50-things-you-didnt-know-about-levis/jefferson-airplane

http://www.levistrauss.com/our-story/   - background 

http://www.levi.com/GB/en_GB/about/history-heritage - background 

Tally questionnaire results up into facts and statistics. 

Secondary Research

What are they doing to promote the brand?

How much are they?

Target audiences

What channel where the adverts shown on?
Time line of how the jeans have developed

Timeline of the development of the company and jeans

1853 - The company was founded. Levi Strauss arrives in San Francisco and opens a wholesale dry goods. business, selling clothing, blankets, handkerchiefs etc to small general stores throughout the American West. 

1873- The first blue jean is born. 

1886 - The two horse logo is first branded onto the leather patch of the 501 jeans. At this point in   time the jeans weren't advertised to be cool and trendy they were more for durable purposes such as they wore worn time as more workers uniform, for example miners. They weren't yet introduced are a more fashionable purpose yet. (came in more in the 50s)

1905- Levi Strauss&Co introduces K