Levi's Culture Lab: Integrated Marketing Communication Strategy

Warissanan Yimrattanabowon 24034922Year 1 BSc Fasion ManagementUnit Leader Name : Ronit ZilkhaWord counts : 2,184

I, Warissanan Yimrattanabowon, certify that this is an original piece of work. I have acknowledged all sources and citations. No section of this BSc project has been plagiarised.Academic Integrity Statement

This report analyses the current market position of Levi Strauss & Co. and proposes an integrated marketing communication campaign to support the brand’s strategic growth objectives. While Levi’s remains the global leader in denim with USD 6.36 billion in net revenue and a decade-high gross margin of 60%, the brand faces increasing pressure to evolve beyond its core jeans category in response to changing consumer behaviour, intensified competition, and market saturation. The primary marketing objective identified is to achieve 15% growth in non-denim product categories by strengthening cultural visibility and repositioning Levi’s as a cultural lifestyle brand rather than a denim-only company.The research methodology combined secondary sources including Statista industry data, Levi Strauss & Co. annual reports, and consumer trend insights from WGSN and LS:N Global. Key findings from the external analysis reveal a resilient global denim market valued at USD 86.7 billion, projected to reach USD 119 billion by 2030. Internal analysis identifies Levi’s heritage and emotional customer connection as core strengths, while weaknesses include high denim dependency, limited cultural buzz (18% in UK versus competitors), and slow digital transformation relative to digital-native brands. The SWOT analysis highlights opportunities in product diversification, direct-to-consumer expansion, and deeper engagement with global youth culture.The proposed campaign, “Levi’s Culture Lab: Made by Culture. Worn Your Way,” leverages identified trends in Gen Z co-creation, music fandom, and offline cultural experiences. The integrated marketing communication strategy spans five channels: advertising featuring short films and outdoor placements with collaborator Billie Eilish; digital marketing through TikTok, Instagram, and Spotify integrations; affiliate marketing with mega-celebrities and micro-creators; PR activities including fashion week presence and experiential activations at Coachella, Primavera Sound, and Glastonbury festivals. The campaign timeline runs January to December 2026 with a total budget of £22.2 million.Financial projections estimate £294 million in incremental non-denim revenue, generating £161.7 million in incremental profit at a 55% gross margin, resulting in an estimated return on marketing investment of 331%. Key performance indicators include increasing aided brand awareness from 41% to 55%, improving global buzz score from 18% to 30%, achieving 4%+ social engagement rates, and reaching 80%+ sell-through on limited drops. The campaign is designed to transform customers into cultural participants, building long-term brand equity while delivering measurable commercial results. Implementation success depends on authentic creator partnerships, seamless digital-to-physical integration, and consistent storytelling across all touchpoints.Executive Summary

TABLE OF CONTENTS1. Introduction ........................................................................................................... 1 1.1 Purpose of the Report ....................................................................................... 1 1.2 Research Legitimacy and Method ................................................................... 1 1.3 Marketing Objectives ...................................................................................... 22. The Market Sector – Introduce Your Market ....................................................... 3 2.1 Current Market Analysis (Size & Performance) .............................................. 3 2.2 Situation Analysis (PESTEL & SWOT Summary) ............................................ 5 2.3 Key Marketing Trends ..................................................................................... 73. Marketing Mix and Positioning ............................................................................ 8 3.1 Brand Introduction (Mission, Values, USP) .................................................... 8 3.2 Financial Performance (KPIs) ........................................................................ 9 3.3 Target Customer Profile ................................................................................ 11 3.4 Competitor Analysis & Positioning Map ....................................................... 13 3.5 Marketing Mix Analysis ................................................................................. 14 3.5.1 Place ......................................................................................................... 14 3.5.2 Product .................................................................................................... 15 3.5.3 Price ........................................................................................................ 16 3.5.4 Promotion ................................................................................................ 17 3.6 Key Findings & Opportunities ....................................................................... 184. Proposed Marketing Communication Plan ....................................................... 19 4.1 Campaign Concept ........................................................................................ 19 4.2 Communication Channels ............................................................................ 21 4.3 Marketing Plan Schedule & Budget ............................................................ 29 4.4 Campaign Effectiveness Measurement ....................................................... 315. Conclusion/ Recommendations ....................................................................... 33Reference List ....................................................................................................... 35Image References ................................................................................................. 37Appendices ............................................................................................................ 41

List of FiguresFig 1 Global denim market size and growth forecast ................................................ 4Fig 2 Levi Strauss & Co. product mix by units sold ................................................... 4Fig 3 Direct-to-consumer (DTC) sales growth trend ................................................ 4Fig 4 PESTEL analysis framework for Levi’s ............................................................. 5Fig 5 SWOT analysis matrix ....................................................................................... 6Fig 6 Brand positioning map versus competitors ..................................................... 9Fig 7 Levi’s financial performance dashboard (KPIs) .............................................. 10Fig 8 Core customer visual profile board .................................................................. 11Fig 9 Retail store environment and place strategy visuals ..................................... 12Fig 10 Product category overview ............................................................................ 13Fig 11 Three-tier pricing strategy matrix .................................................................. 14Fig 12 Promotion campaign examples ...................................................................... 15Fig 13 Culture Lab campaign concept board ........................................................... 16Fig 14 Main collaborators overview .......................................................................... 16Fig 15 Advertising channel storyboard .................................................................... 17Fig 16 Digital participation ecosystem ..................................................................... 17Fig 17 Affiliate and creator strategy ......................................................................... 18Fig 18 PR and festival activation concept sketch .................................................... 18Fig 19 Annual campaign timeline calendar .............................................................. 19Fig 20 Marketing budget breakdown and ROI calculation ..................................... 20

This report analyses Levi’s current market position and proposes an integrated marketing communication campaign supporting the brand’s future growth. While Levi’s remains the global denim leader, the brand faces increasing pressure to evolve beyond its core jeans category and create buzz in response to changing consumer behaviour, cultural competition, and market saturation. This report examines Levi’s external and internal marketing environment, assesses its current marketing mix and positioning, and develops a strategic campaign to strengthen Levi’s role as a broader lifestyle brand.The report’s legitimacy is supported by credible secondary research sources, including industry data from Statista, company information from Levi Strauss & Co. annual reports, and consumer insights from WGSN and LS:N Global. These sources provide reliable data on market size, financial performance, consumer behaviour, and cultural trends. Research was conducted through desk-based analysis, drawing on published reports, trend forecasts, and academic marketing theory. The limitation is the absence of primary consumer research data; however, using recognised global trend platforms helps mitigate this.Introduction1

The main marketing objective of this report is to grow non-denim categories by 15% by strengthening cultural visibility and repositioning Levi’s as a lifestyle brand rather than denim-only company. This objective is directly aligned with Levi’s overall brand strategy, combining heritage, cultural relevance and ethical responsibility and fixing low performance of buzz cultural visibility, by leveraging Levi’s strong emotional connection with consumers and responding to cultural and lifestyle trends, the proposed campaign aims to support long-term brand equity while delivering measurable commercial growth beyond denim.Cultural Visibility & BuzzIncrease relvance and cultural buzzLifestyle Brand PerceptionReposition Leviʼs as a culture lifestyleEngagement withNon-Denim ProductsDrive interest in non-denim products+ 15% Non Denim Sales GrowthAchieve meaasurable commercial growth beyond denim2

Levi’s occupies a broader market in the global denim and jeanswear industry, particularly in casualwear and lifestyle fashion. According to Statista (2024), the global denim jeans market was valued at approximately USD 86.7 billion in 2024 and is expected to reach roughly USD 119 billion by 2030, with a 5.4% CAGR. As part of the USD 1.8 trillion global apparel market, denim remains a significant sub-sector.The Levi Strauss & Co. Annual Report (2024) shows that the denim market remains resilient and profitable, driven by strong demand for authentic, versatile, and sustainable clothing. LS&Co. reported USD 6.36 billion in net revenue in 2024, up 2.9% year over year, with a decade-high gross margin of 60%.Key trends include DTC channels rising to 46% of total revenue, international markets contributing 57%, strong growth in women’s denim and lifestyle apparel, and continued expansion of Beyond Yoga in response to the comfortwear trend.Current Market Analysis Share of Units Sold (%)Tops (Lifestyle) 27%100806040200Levi Strauss & Co. Product Mix by Units Sold (FY2024)Footwear & Accessories Bottoms (Denim&Pants) 67%Tops (Lifestyle) 27%(Levi Strauss & Co., 2024).3

The United States remains LS&Co.’s largest market, contributing over 40% of net revenue, followed by Europe and Asia as key growth drivers. Asia showed solid recovery as stores reopened, whereas Europe faced softness in wholesale. While Levi’s remains the global market leader, Wrangler and Lee present competitive pressure on price and innovation.Emerging opportunities include rising consumer demand for sustainability driving Water<-Less® and circular design initiatives, growth in premium and women’s denim creating revenue potential, digital transformation through AI-driven design enhancing engagement, and shift toward higher-margin DTC channels improving profitability.Levi Strauss & Co., 2024).201 9 2020 2021 2022 2023 20 24 9M 20 24 9M 20253. 662. 723. 663. 833. 553. 432.27 2. 302.10 1.732. 63 2. 342.102. 922. 012.2136% 36%39% 38%43%46%47 %49%Leviʼs is suscessfully increasing share of direct sales via company-owned stores and e-commerceDTC net sales, $bn Wholesale net sales, $bn DTC sales4 (Statista, 2024, p.5)

PESTEL• Trade tariffs and policies on manufacturing imports• Trade regulation uncertainty• Geopolitical instability and military/civil conflicts• Trade route disruptions (e.g., Red Sea tensions) (McKinsey & Company, 2024)• Government stability and policy changes• Import/export restrictions• Global inflation and cost pressures (Euromonitor International, 2025)• Rising interest rates• Demand fluctuation and recession fears• Foreign currency volatility• Energy price increases• DTC retail channel growth• Lifestyle shifts toward casual wear (Mintel, 2024)• Strong social media influence on fashion choices• Rising consumer sustainability expectations (NielsenIQ, 2023)• Diversity and inclusion trends• Younger consumer expectations (Gen Z preferences) (WGSN, 2025)• Anti-American sentiment in certain markets (Cochrane, 2025)• Consumer eco-consciousness• Digital innovation and AI adoption (Deloitte, 2025)• E-commerce growth and competition• Personalised shopping experiences• Cybersecurity concerns (IBM Security, 2025)• Online pricing transparency• Water scarcity affecting cotton regions• Climate change impacts on raw material supply• Cotton supply sustainability challenges• Labour and workplace regulations• Environmental and product regulations• Climate change regulations• Intellectual property protection laws• Human rights compliance requirements• Pillar Two tax framework (OECD 15% minimum tax) (OECD, 2023)• Evolving ESG disclosure regulationsKey PESTEL factors shaping Levi’s and campaign include External Analysis 5

SO TW Heritage & Cultural Equity (150+ years, 501 legacy, authenticity) (the original denim brand)(Strong Market Position)Emotional customer connection across generationsManufacturing & supply capabilities (technology‑enabled manufacturing)Global Distribution & Loyal CustomersSustainability leadership through initiatives such as Water<Less® and circular design. (Temporary Advantage)Diversified business model (Levi Strauss & Co., 2024)Global distribution network High dependence on Denim and cotton (Levi Strauss & Co., 2024)Softness in wholesale performanceSlow Revenue Growth (low-to-mid $4–5 billion) Limited speed in diversificationDespite ongoing digital investment (Levi’s 2024 buzz performance only at 18% in uk, its lower than calvin klein or Boss) (Statista, 2024).Heritage brand structures slow Levi’s digital transformation relative to digital-native competitors, (Teece, 2010; Verhoef et al., 2021).Product diversification(Levi Strauss & Co., 2024)DTC growth (Levi Strauss & Co., 2024)Asia-focused sizing and regional fit adaptationExpansion in India and Southeast AsiaPartnerships with innovation and technology companiesRe-engage with contemporary cultural movementsScaling premium archive-based vintage reissues.Rising operational costsCompetition from both fast-fashion and premium brands (Vrontis and Vronti, 2004)Geopolitical instabilityBrand stretch risk and reputational risk if sustainability and ethical expectations are not metShifting consumer preferencesSupply chain disruption (Levi Strauss & Co., 2024)Wholesale channel declineCurrency exchange riskInternal Analysis: SWOT Analysis Levi’s biggest weaknesses are heavy reliance on denim and weak UK buzz. By repositioning as a lifestyle brand through collaborations with contemporary artists, Levi’s can create excitement and shift perceptions. The threat of fast-fashion competition is addressed through co-creation and limited drops, creating exclusivity that fast-fashion cannot replicate. Meanwhile, declining wholesale channels validate a DTC and digital-first approach, enabling direct consumer engagement through TikTok, Instagram, and flagship store experiences. 6

Brey (2025) identifies fandom culture as a highgrowth “Expand” trend, encouraging brands to build loyalty through co-creation, exclusive experiences, and community participation, as fans show stronger purchase intent.In 2026, offline activities will be key to building brands and reaching Gen Z. Brands that highlight community, friendship, and emotional connection beyond screens will gain greater interest. Activations across entertainment, sports, fashion, and live events enable brands to connect meaningfully with consumers (WGSN, 2024).Fans and fandoms are essential in the music industry’s future. Fans spend heavily on live concerts despite economic instability, driven by music discovery on TikTok and Spotify. Brands should create special experiences with artists, leverage nostalgia, collaborate with musicians on fashion, use social media, and support global artists to stay relevant (Brey, 2025).Brazilian Gen Z rebuilds identity through shared culture and co-creation, using community participation to reduce loneliness, and expects brands to collaborate authentically, enabling collective expression and belonging (The Future Laboratory).7

Introduce the brandLevi’s holds a strong leadership role within the global denim market, supported by a brand identity rooted in heritage, craftsmanship, and cultural relevance. Its mission—”deliver profits through principles to make an outsized impact on the world”—frames Levi’s as a company balancing financial performance with ethical responsibility. Core values of empathy, originality, integrity, and courage inform its philosophy and communication.Levi’s core products include denim jeans, jackets, and casualwear, supported by direct-to-consumer retail and Tailor Shop customisation services. Sustainability initiatives, including Water<-Less® technology and circular design practices, demonstrate commitment to reducing environmental impact. Levi’s USP lies in combining authentic heritage with cultural meaning, symbolising individuality and self-expression.8

The brand’s current financial performance (KPIs)Levi’s reported £5.02B in net revenue in 2024, achieving 2.9% year-on-year growth. The brand recorded a gross margin of 60%, its highest in a decade, reflecting improved pricing discipline and operational efficiency. DTC channels account for 46% of revenue, while international markets contribute 57%, highlighting strong global reach. However, reliance on Levi’s-branded products and wholesale softness indicate need for category diversification and accelerated digital commerce.2022 2023 20 24604530150Industry-leading margin improvement driven by pricing power and operational efficiencyNet Revenue£5.02B+2.9% YoYGross Margin60.0%10-year highOperating Margin12.1%+40bpsNet Income£442M£1.11 per share9

Key take away: Financial Foundation: £5.02B revenue with 60% margins provides strong budget to invest in growth. Channel Priority: DTC at 46% heading to 50%+—campaigns should drive owned retail and e-commerce. Geographic Focus: Americas needs support (-2%) while Europe’s momentum (+5%) deserves amplification. Digital Opportunity: E-commerce at 18-20% has room to reach 25-30%.Competitive Edge: Only growing major denim brand — aggressive campaigns can capture share from struggling competitorsInternational: 57%American: 43%✓ DTC offers ~200bps higher margins Europe +5% growth | Americas -2%Campaign Priority: Support Americas recoveryDirect-to-Consumer: 46%Wholesale: 54%(Levi Strauss & Co., 2024).10

Levi’s existing and target customers align with urban consumers aged 18–40 with middle- tolifestyle-led purchasing habits. The brand appeals to authenticity, heritage, and self-expressi“Identity Economy.” Loyal buyers actively engage across digital and community spaces. WGSshows Gen Z and Millennials favour culturally authentic, ethical brands—values Levi’s reinfortelling and craftsmanship (Kotler and Keller, 2016; survey; interview).Core Customer11

o upper-middle incomes and ion, reflecting LS:N Global’s SN’s Future Consumer 2025 rces through inclusive story12

The competitive landscape includes premium denim brands such as Diesel and G-Star RAW, traditional competitors such as Wrangler and Lee, and mass-market retailers such as Zara, H&M, and Uniqlo. Levi’s occupies a mid-premium position, offering higher perceived quality than fast fashion while remaining more accessible than premium labels. Although heritage provides strong differentiation, fast-moving competitors urge Levi’s to innovate without compromising authenticity. Key competitors 13 KEY INSIGHT: Levi’s wins by owning authenticity and cultural meaning—avoid competing on price or speed.

4Ps marketing mix framework: PlaceThis section applies the 4Ps marketing mix framework (Booms and Bitner, 1981)Levi’s demonstrates a well-established retail presence with approximately 50,000 retail points globally, including 1,276 company-operated stores, over 1,300 franchises, and 600 shop-inshops. E-commerce currently represents 10% of total revenue, highlighting potential growth given consumer shifts toward online shopping. Online customisation tools, fit-recommendation algorithms, and digital engagement could significantly boost future DTC performance (Levi Strauss & Co., 2024).Levi’s stores are recognisable, featuring mannequins, lifestyle imagery, and digital screens. Products are organised by fit, style, colour, and size, including jeans, tops, jackets, and accessories, in a relaxed atmosphere. The website and mobile app are similarly designed with more diverse product selection (survey).90% are jeans14

4Ps marketing mix framework: ProductLevi’s product strategy remains linked to heritage, with Levi’s accounting for 89% of company revenue. The 501® remains central to product architecture and identity. Beyond denim, Levi’s offers tops, outerwear, dresses, and accessories for men and women, mainly targeting 20–35-year-olds with casual, urban lifestyles, combining heritage styles with seasonal updates and inclusive sizing. Product quality is durable, using cotton denim with increasing organic and recycled fibres; sustainability is communicated through labelling and website sections (interview ; survey ; Levi Strauss & Co., 2024).15

Pricing reinforces Levi’s mid-premium positioning. They offer budget-friendly products competing with Gap and Lee. Core denim models (501®, 511, 512) are priced £70–£110 UK, and premium lines up to £350. Lower-priced entry items such as T-shirts (£25–£40) support accessibility. Frequent retailer discounting risks weakening full-price value perception (Levi’s GB, 2026). Price :Entry / core basics & sale items (e.g. basic T-shirts, entry-level denim, outlet/discount pieces)£25–£75Core staple jeans / signature pieces / Better Quality Denim (classic fits, standard premium jeans, core fits like the 501/511/standard straight or staple jackets)£75–£110Premium / speciality / collaboration / limited edition / Selvedge options / “heritage premium” lines £150 – £350+Levi’s 501® Original JeansStyle: Classic straight-leg iconic jeanQuality: 100% cotton denimFit: true-to-sizePrice:£100CARVE JEANS(Levi’s® Blue Tab™)Style: Loose jeans with a wide flare legQuality: 100% Cotton Denim£260 Graphic Tabor T-ShirtStyle: CasualQuality: 100% cottonFit: true-to-size Price: £24LEVI’S® MADE IN JAPAN UTILITY TRUCKER JACKETStyle: Utility Trucker Jacket Quality: Premium Japanese-woven denim (100% cotton) £495Levi’s Superlow JeansStyle: 2000s-style low-rise straightQuality: 95% cotton, 5% recycled cottonFit: Slim through hip/thigh, straight legPrice: £70Levi’s Polly Packable Down JacketStyle: everyday outerwearQuality: 100% NylonFit: true to size Price:£95Levi’s Western Bubble Shortie JacketStyle: Short puffer with western-inspired cutQuality: 100% Polyester, NylonFit: RegularPrice:£170Levi’s Dreamy Turtleneck TopStyle: CasualQuality: 92% Modal (Lenzing), 8% ElastaneFit: SlimPrice: £40Levi’s 515™ Slim Taper Jeans Style: Slim-taper jeansQuality: 95% cotton, 2% elastane, 3% elastomultiester. Fit: Mid-rise at the waistPrice: £49Three-tiered pricing strategy16

The promotional strategy is grounded in emotionally driven storytelling highlighting authenticity, individuality, and cultural momentum. The 2024 “REIMAGINE” campaign featuring Beyoncé revitalised iconic products and enhanced cultural relevance (Levi Strauss & Co., 2024). 4Ps marketing mix framework: This section 17 Levi’s leverages influencer partnerships, loyalty initiatives, and social media presence. While celebrity-based campaigns provide visibility, deeper community engagement through user-generated content and subculture alignment could broaden connection with Gen Z who prioritise authenticity (Levi Strauss & Co., 2024).

Analysis reveals Levi’s possesses strong distribution channels, emotional connection, and brand awareness, but remains primarily denim-focused. Digital engagement is underdeveloped with limited visibility in non-denim categories. Promotional activities lack meaningful Gen Z engagement. Leveraging music and art can attract broader audiences. These gaps present opportunities for integrated campaigns emphasising collaboration, co-creation, and personalisation to reposition Levi’s as a lifestyle brand and drive 15% non-denim growth.The key findings18

Headline:HelveticaSub-headlines:DrukBody Text:InterHeadline:HelveticaSub-headlines:DrukBody Text:Inter19HeadliLevi’s Culture Lab: Made by Culture. Worn Youexperiences and culture creates excitement andmunity rather than just buyers. Levi’s delivers creators within real cultural communities.The visual style uses warm, nostalgic colours crcapturing authentic moments and cultural expressionHeadline:HelveticaSub-headlines:DrukBody Text:InterHeadline:HelveticaSub-headlines:DrukBody Text:Inter19

ur Way. This generation requires belonging and exclusiveness. Combining personalisation d ownership, helping customers feel creative, understood, and part of a cultural comfunctional quality, emotional self-expression, and belonging by turning customers into reating human emotion. Typography is bold, confident, and timeless. Imagery feels real, n rather than polished fashion poses.20

Main Collaborators in Levi’s Culture Lab• Strong global appeal & broad international fan base• Embodying self-expression, gender-fluid style, and creativity• Connected closely music, fashion and youth culture• Authenticity among Gen Z• Aligning well with Levi’s values• Creating balance between heritage and modern relevance.BoF Studio (2024) shows +347% celebrity media value growth, proving strong online buzz,Harry Styles 21

• Advocating sustainability, climate action, and mental health awareness• Challenging beauty norms and gender expectations• Signing oversized, non-sexualised style aligns with Levi values• Seen as credibility among Gen Z, making her an authentic and influential cultural partner• Boost Levi’s visibility and connect deeply with Gen Z(BoF Studio, 2024)• Trusted, authentic voice on mental health, sustainability, and everyday self-expression• Ideal for AI-personalised styling content•Proven by “501 Day” collaboration (4B impressions)(Carlson, 2022).• Making the brand feel personal, relatable, and culture-ledBillie EilishEmma Chamberlain22

Advertising (Reach & Desire)This channel builds mass awareness and emotional storytelling, showing Levi’s as part of real life and culture. “From the Crowd” short films (30-60 sec) and Billie Eilish collaboration are shared via YouTube, TikTok, Instagram, cinema ads, and outdoor billboards (London, Berlin, New York), showcasing real young creators and live clothing customisation.The campaign targets Gen Z and young creatives in key cultural cities through paid social, cinema, and outdoor media, with geo-targeted placements around festivals and creative districts. Content runs in bursts with higher frequency during music festivals and cultural moments.23

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Digital marketing builds participation, cultural relevance, and measurable impact. TikTok and Instagram drive reach and engagement among Gen Z, while Spotify extends the campaign into music culture. Levi’s website and BackPocket app enable AI customisation, voting, and data capture. Limited drops, user co-creation, and interactive mechanics sustain momentum, increase emotional attachment, and translate participation into purchase intent.MEDIA behind-the-scenescreator storiesartist playlists linked to drops25Digital marketing(participation)Hashtag: #MadeByYou: challenge for people to customise their clothes or create a design collab.

Levi’s website26Scan to try prototype version

Levi’s collaborates with 3–4 major cultural figures and 50–100 micro-creators who design or curate pieces, sharing why it matters and earning commissions. Raw, honest content helps Levi’s scale culture across cities cost-effectively. TikTok creatorMusician Visual artist27Affiliate Marketing (trusted)

Levi’s creates a Culture Lab pop-up inside music festivals, where fans customise Levi’s outfits and wear looks matching artists like Harry Styles and Billie Eilish. The experience encourages social sharing with branded hashtags, amplifying emotional connections through physical customisation and viral social moments.The activation includes festival-exclusive patches, artist-designed graphics, and on-site Tailor Shop and AI personalisation at Coachella, Primavera Sound, and Glastonbury as cultural moments rather than traditional sponsorships.28PR Activities(cultural status)

JANUARY 2026 – Internal + Cultural TeaseFocus: Foundation & curiosityJan 8 Internal kickoff deck & vision video sharedJan 12–18 Internal interviews (culture, music, creators)Jan 20 Internal newsletter: Culture Lab is comingJan 25 First cryptic teaser post (sound / texture / stitching)Jan 28 Micro-creator teaser: “Something cultural is in progress”FEBRUARY 2026 – Creator Soft RevealFocus: Trust before hypeFeb 1 Early branding tests on IG / TikTokFeb 7 Platform decision finalisedFeb 10 First creator silhouettes revealedFeb 14 Valentine’s Day post: Create for yourselfFeb 17–21 London Fashion Week – BTS tailoring contentFeb 25 Creator contracts finalised (internal milestone)MARCH 2026 – Testing + Official LaunchFocus: Proof + visibilityMar 1 Recruit beta usersMar 8 International Women’s Day values postMar 10–15 Beta feedback shared as quotesMar 15 HERO FILM LAUNCHMar 18 Reaction reels postedMar 25 Culture Lab landing page liveMar 29 “Follow a Creator” mini-vlog series starts= Ofline= Onine29APFoApApFeApApApApMAFoMaMaMaMaMaMaJUFoJuJuJuJuJuJuJUFoJuJuJuJuJuAUFoAuAuAuAuAuSEFoSeSeSeSe

PRIL 2026 – COACHELLA ACTIVATIONocus: Global cultural credibilitypr 5 Festival teaser: See you in the desertpr 10–12 Coachella Valley Music and Arts estival – Weekend 1pr 17–19 Coachella – Weekend 2pr 22 Earth Day sustainability storytellingpr 25 Festival recap reelspr 29 Countdown to Drop #1 beginsAY 2026 – Culture Lab Drop #1ocus: Participationay 1 Drop teaser visualsay 10 DROP #1 LAUNCHay 12 Fan voting opensay 18 Creator styling reelsay 25 Drop closes + best designs announceday 30 Community repost weekUNE 2026 – PRIMAVERA + GLASTONBURYocus: Artistry + heritageun 4–6 Primavera Soundun 10 Primavera artist storiesun 15 Drop teaser inspired by live musicun 21 World Music Day postun 24–28 Glastonbury Festivalun 30 Festival wrap-up contentULY 2026 – Culture Lab Drop #2ocus: Extend festival energyul 5 Drop teaserul 10 DROP #2 LAUNCHul 15 Creator story: Why this piece mattersul 20 Styling reels (gender-fluid focus)ul 25 Drop closesUGUST 2026 – Youth Culture Monthocus: Gen Z ownershipug 5 Youth creator takeover announcedug 10 DIY customisation challenge beginsug 12 International Youth Day highlightug 18 Best UGC repostedug 25 Community vote winnersEPTEMBER 2026 – Fashion × Cultureocus: Editorial credibilityep 10 Festival city styling contentep 15–20 London Fashion Week PRep 22 Fashion editorials releasedep 28 Drop teaser #3MARKETING PLAN DATE TIMELINEOCTOBER 2026 – Culture Lab Drop #3Focus: Emotion & expressionOct 5 Drop teaserOct 10 World Mental Health Day storytellingOct 12 DROP #3 LAUNCHOct 20 Creator reflection postsOct 31 Halloween bold styling contentNOVEMBER 2026 – Community CelebrationFocus: Loyalty, not discountingNov 5 Community spotlight weekNov 11 Singles’ Day – slow fashion messageNov 20 Limited re-drop of best designsNov 27 Black Friday counter-messageDECEMBER 2026 – Culture LegacyFocus: Meaning & futureDec 10 Culture Lab Year FilmDec 15 Impact stats sharedDec 20 Creator thank-you postsDec 31 Tease Culture Lab 2027The campaign runs January to December 2026 in three phases: teaser, launch, and sustain. The first phase builds awareness and curiosity, the second delivers main cultural and commercial impact, and the last maintains relevance through ongoing activations.30

A £22.2M investment (6.6% of Levi’s global marketing budget) represents proportionate spend for a global IMC campaign focused on long-term repositioning. Consistent with brand equity theory, Keller (2013) argues brand value builds through shifts in meaning and emotional connection; evaluating success solely by immediate ROI is reductive. The campaign targets 15% uplift in global non-denim sales (~£44M incremental revenue), projecting 1.9–2.2x revenue return driven by improved engagement and conversion. Estimated profit-based ROI of ~98% should be interpreted cautiously, as brand-led campaigns realise full value over longer horizons.The financial implications31

Campaign effectiveness is best assessed through a balanced framework combining financial outcomes with IMC metrics such as brand attitude shift, engagement quality, and cultural activation impact (Keller, 2013).(Levi Strauss & Co., 2024; Levi Strauss & Co., 2025) 32

This report recommends repositioning Levi’s as a cultural lifestyle brand targeting Gen Z and young creatives, using the Culture Lab campaign to drive 15% uplift in non-denim categories. The strategy shifts Levi’s from denim-led heritage to participatory culture, combining personalisation, creativity, and authentic cultural moments.Advertising sparks desire; digital channels convert interest into participation; creators validate and deepen trust; PR cements status and reach, guiding customers from awareness to engagement, belief, and long-term loyalty.This integrated approach is expected to increase Gen Z engagement and 15% non-denim sales. The next step is leveraging customer data to further improve digital marketing.33Conclusion/ Recommendations

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AppendicesPrimary research - surveys + interviews (offline and online)Levi’s Oxford Street – 7PsThe Customer – Who the brand is designed for?What type of person shops in this store?•Urban, casual, practical person•Someone who values classic denim and long-lasting basics•People who want reliable everyday clothes with a bit of styleWhat customer does this brand attract?•Trend-aware but not fashion-extreme•People who prefer timeless style instead of fast fashion•Tourists (Oxford Street has high tourist traffic)•Locals who know Levi’s as a trusted denim brandAge range•Main: 20–45•Secondary: 15–19 (young shoppers buying basics)•Some adults up to 55 (classic 501 buyers)Income level•Average to above average (Levi’s is not cheap, but not luxury)Fashion style / attitude•Casual, timeless, street-inspired•Prefers clothes that last•Values comfort + qualityWhat products they are interested in?•Jeans (501, 511, Ribcage)•Denim jackets•Graphic tees, hoodies•Women: high-rise jeans, shorts, denim skirts•Unisex basics and outerwearWhat other brands might they like?•Uniqlo•Gap•Wrangler•Carhartt WIP•Nike / Adidas•COS (for basics)These brands match Levi’s values: casual, reliable, everyday wear.Why they like Levi’s?•Famous history and heritage•Good fit and long lifespan•Iconic styles (501)•Global brand trust•Consistent qualityPlace – The OutsideIs the exterior attractive? Why?41•Yes, clean modern glass fa•Simple red Levi’s logo•Feels open and welcominWhat is displayed in the w•Mannequins in key denim•Latest campaign visuals•Usually big posters showiDoes it make customers w•Yes, because the window current collections.Do windows reflect the bra•Yes. Heavy focus on denimPlace – Interior and LayoutRange of products•Full range: men’s, women’•Lots of jeans, jackets, teesProduct display•Hanging rails by fits (501, •Folded denim on shelves•Featured tables for new a•Section dividers for men/wAtmospherics•Lighting: bright, warm spo•Sound: modern casual mu•Scent: neutral, clean retailMannequins•Yes, displayed with full ou•Often styled with denim-oOrganization•By fit and style•Men’s and women’s clearl•Some colour grouping: claAre visuals exciting? Why/w•Yes, but simple.•Levi’s keeps it clean, not oPrices displayed•Clear tags on racks•Some signage for offers (ePlace – OnlineWebsite? Can purchase?•Yes. Full e-commerce site.Mobile app?•Yes. Levi’s app available.How easy to find?•Very easy via Google searEase of use•Simple filtering by fit, size•Clear product pagesVisual appeal•Modern, clean design•Uses denim textures, cam

açadengwindow?m looksing lifestyle imageswant to enter? clearly shows classic denim fits and and?m and the heritage identity.tn’s, unisex, accessoriess, hoodies, belts, bags 511, etc.)arrivalswomenotlight on displaysusicl smellutfitson-denim looksly separatedassic blue, black, seasonal colourswhy not?overloaded.e.g., “2 for £XX”). Easy to buy online.rch or App Store.e, colourmpaign photos, and video bannersProduct information•Fit description•Fabric/material•Sustainability information•Size guideEasy to find and clear.Landing page match store window?•Yes. Shows current campaigns, same models, same collection.Website and store same feel?•Yes. Minimalist, denim-focused, heritage style.Other online places to buy•ASOS•Zalando•Amazon•Department storesPromotion / CommunicationBranding in-store•Red Levi’s logos•Denim heritage storytelling posters•Digital screens showing campaignsMessage/information•Focus on “Original jeans”•Fit guides•Sustainability (Water<Less®, recycled cotton)Staff presentation•No uniform, but usually wearing Levi’s clothes•Casual but neatAccess to e-commerce in-store?•Staff may use tablets to check sizes or online stock.Products & PricesRange of product•Men’s and women’s denim•Tops, outerwear, accessoriesAppeal•Yes. Classic, practical, durable.Sizes offered•Wide range of waist and length•Women’s from 24–34 waist•Men’s from about 28–40 waistHow often updated?•Seasonal updates + yearly classics•New washes for jeans very oftenExample prices (Oxford Street)•501 Original Jeans: £90–£120•Trucker Jacket: £75–£110•Basic Tee: £20–£30•Hoodies: £55–£75Product quality•Medium to high quality•Denim is strong and long-lasting42

Materials•Mostly cotton denim•Some sustainable blends (recycled cotton, hemp)Discounts / sales•Yes, seasonal sales•Outlet stores also carry discounted itemsSustainability practices•Water<Less® production•Use of recycled cotton•Levi’s Repair & Reuse services•Communicated through in-store signs and websitePeopleStaff in store•Sales assistants•Cashiers•Denim specialists•Security at entrance sometimes•Around 8–12 people depending on time of dayCan you identify them easily?•Yes, they often wear Levi’s clothing with name tags.Staff presentation•Casual, friendly, approachableAre they helpful?•Usually yes, especially in finding fits or sizes•Provide advice on jeans fitsDo they help close the sale?•Yes, by recommending fits, checking stock, suggesting alternativesOther services•Tailoring / alterations in some locations•Click-and-collect•Online order returnsPhysical EvidenceWhere branding appears•Storefront signage•Tags•Shopping bags•Fitting rooms•Posters on wallsPackaging•Brown paper bags with red Levi’s logo•Eco-friendly look•Simple but strong brand identityBrand history?•Yes, often shows “Since 1873”•Posters about denim heritagePersonalization?•Some stores offer custom embroidery, patches, or printingProcessEase of purchase•Simple checkout43•Multiple tills•Contactless payment avaReturns•Easy in-store return•Online return labelsDelivery services•Standard, express•Click-and-collectOnline purchase experien•Smooth, fast•Few clicks to check outAre these in line with com•Yes, similar to Gap, Uniql•Sometimes better in termCustomer Profile for LWho is the brand designeLevi’s is designed for peopsic basics, and long-lastinover fast fashion and wanWhat type of person migh• Urban, practical custome• People who value classic• Students to older adults• Shoppers who want relia• Westfield shoppers whoWhat customer does the b• People who are style-aw• Buyers who want timele• Customers comparing q• Shoppers looking for coAge rangeMain group: 20–45Secondary groups:• 15–19 (young shoppers • Adults up to 60 who loveIncome levelA mix, but mostly middlelike fast fashion, but not luage income levels.Fashion style & attitude• Casual, timeless, simple• Likes jeans, T-shirts, hoo• Comfort + durability are• Not overly trend-driven• Often wears brands like What fashion products th• Jeans (501, 511, Ribcage• Denim jackets• Basic T-shirts• Hoodies• Denim skirts/shorts for w• Some unisex outerwear