Today we had our first formative university presentation. It was focused on the brand Levis and whether or not it was on trend. This presentation followed a series of others focused mainly on trend. The reason my group and I chose Levi's is because our category was Denim. My last blog post also follows suit with street style photography on Denim. We saw a lot of raw hems, rips, holes, distressed denim and we wanted to see how that translated from both retail and street to a brand. Levis is of course extremely well know because the man who started the company - Levi Strauss is who invented jeans, so what better brand than Levi's?
On our presentation we spoke all about the seven P's - product, price, promotion etc but on this post I mainly wanted to focus on how Levi's adapts the trends. This was the only image we found on their website that was really 'on trend'. Everything else follows their original design without any distressing. I found this really interesting as it made me realise that not all brands have to follow trends and not all brands do. The reason a brand like Levi don't need to follow trends is because they are an aspirational brand and they're customers don't buy their products based on street style or trend but because they are 'LEVI'. No matter what age, owning and wearing Levi's products instantly makes you fashionable. Though it might seem superficial, not everyone can afford Levi's, hence, wanting to buy and wear them is what makes one more 'on trend' than someone who wear's unbranded denim products.
Love,
Sanjana
Picture used from Levi website
Picture used from Levi website
