Living Responsibly Never Goes Out of Style

By: Courtney Quattrocchi

“Garden of Good and Lesser Evil

• This fashion show promoted the organic clothing lines of these names (Levi’s, H&M, Quicksilver, Loomstate, The Gap, and Seven). After our cross promotions with Wal Mart and iPOD. we expected to raise over $50,000 and then donated 20% of our profits to the Green Movement.

Levi’s Eco lineBrand Development

To further support the “Going Green” movement and to promote the Levi’s brand, this manufacturer has come out with a promotional campaign centered around their new organic line, Levi’s Eco.

Levi’s Eco lineOrganic cotton will be used to manufacture the clothing. Recycled buttons, rivets, zippers, and natural indigo will be used to dye the fabric. If you order on-line, the packaging it is sent in will be made from organic fabric or recycled paper and will use soy -based ink. Globally: in Europe there will be certified organic denim versions of certain popular Levi’s jeans for both men and women.

Our Target for the New Campaign

• Adults 18-34 who are loyals and switchers. This younger generation is who we need to target in order to create change in the future. Levi’s and the Green Cause is asking these consumers to change their habits and spend a little more money to help the environment.

• We also expect to reach out to switchers to may be more inclined to purchase the organic line if they know they’re money is going to help a cause and they themselves are helping the environment just by wearing the eco line while still being trendy, fashion conscious consumers.

Promotional DecisionsExternally: For every purchase made from this line (in store or on-line),

5% will go towards the “Green Cause”. If you buy on-line, free shipping and handling will be offered on any “Levi’s Eco” clothing during the cause promotion, which will start in May 2008 and will through the end of August. These jeans will also be sold in select Target stores-where a % of the purchase will also go to this cause. Target will receive free publicity from Levi’s when promoting the Levi’s Eco line as well as mention in our television spots and on our website-online ads. We will be issuing press releases to promote the brand. As the industry is turning to more viral marketing we will be using this to spread the word about our organic line.

Internally: Spiff deals will be incentives for employees in the Levi’s and Target stores to promote and try to sell the brand.

“Living Responsibly Never Goes Out of Style”

• Levi's brand president Robert Hanson said, “Given our history as a leader in responsible manufacturing and business practices, this initiative is about quality and responsibility never going out of style. With Levi's Eco, consumers who seek to minimize their personal impact on the environment can choose jeans that demand less from the environment without forfeiting the style or quality they've come to expect from the Levi's brand."

Promotional Methods Used

• We will be using the promotional methods of advertising (print and tv), PR-press releases, personal selling at stores, a continuity program and through viral marketing. The estimated cost of the entire campaign: $6.5 Mil

• Time: Press Releases will start at the beginning of May with print and tv ads coming out mid-May and running to the end of August.

• Media: Print- Page/4color ads in magazines like: Cosmopolitan, Glamour, and GQ

TV-Spots will air during Prime Time, M-F, during shows like: Grey’s Anatomy, Monday Night Football, The

Hills and Family Guy

They will be used to create interest and build awareness of the new “Levi’s Eco” line. These ads target the young demographic- of Adults 18-34 of middle income who value quality clothing and the hottest trends. We are sending the message that you can look hot and still be eco-friendly.

TV and Print Ads

Personal SellingUsed to stimulate demand amongst loyal consumers of all ages who regularly visit Levi’s stores as well as inform them and switchers about our new line. By having an associate layer the features and benefits of investing in this line, we hope to increase profits.

Spiff Deals: We will be offering spiff deals to associates of Levi’s and Target as incentives to promote and sell our eco line.

Public RelationsOur PR department will be sending our Press Releases to all major newspapers in the cities of New York, Los Angeles, San Francisco, and Chicago to create buzz about our new brand development. We will also be sending VNRs to E! TV and other entertainment shows to discuss during their Fashion Trend segments. We want everyone to know how stylish and beneficial “Levi’s Eco” is.

“I just got a pair of Levi's organics and I'm in love. These might be the best looking, best fitting, best feeling jeans I've ever owned. Howies is fantastic and I'm a big fan, but their jeans aren't for me--to baggy, skaterish. Now I just wish Levis would add some fair trade assurance to these pants.” - Jacob

Continuity ProgramAfter making a Levi’s purchase at a Levi’s store or at a Target location, the consumer will receive a card that will promote the new “Levi’s Eco’’ line. There will be instructions to go on the website and enter their code and email info so afterwards they will receive coupons and other offers, as well as information about the “Levi’s” and the new eco line.

This would be a sales promotion to reinforce the brand and inform those who are interested and loyal to the brand.

Internet BuzzLevi’s online web users and consumers are being asked to create their own ads for the new “Levi’s Eco” line and then email it to others. Once at least 3 people have viewed this ad, he or she will receive 10% off, plus free shipping on their next purchase of $75 or more.

• This technique is viral marketing which creates awareness and interest amongst many loyals of Levi’s.

•Adults 18-34 are the campaign’s target, but all consumers are encouraged to participate.

•Again only those with a strong interest in the “Levi’s” brand will participate but word of mouth will generate buzz about our new line.