Strategic Positioning for Levi's

Group Members: Brian Gaffney, Chi Wai Lima, Manal Nassar, Natasha Saipradist

In this case study, we explore the relationship between Levi Strauss and Company, its existing customer base and its target consumers. Our goal is to create initiatives that enable the brand to maintain relevance with a younger demographic without alienating its older customers. By infusing our future strategic positioning possibilities for Levi's with the historic spirit of the brand, combined with contemporary perspectives on the role of self-discovery and community, we produce initiatives through real and specific product planning ranging from the practical to the ambitious.