Levi’s

Levi’s

Assessment

Levi Strauss & Company is an American, privately owned clothing company known worldwide for its Levi’s brand of denim jeans. Levi is the global symbol that represents high-quality denim. Levi’s corporate management contracted with Art of Your Mind to provide fashionable enhancements on their classic trucker denim jackets for their Spring 2018 Fashion Show at Highline Stages in New York City. These fashionable enhancements were to increase the feeling of brand loyalty on a global buyer-seller level.

Challenge

Art of Your Mind was tasked with enhancing Levi’s classic trucker denim jackets to create a multi-faceted level of ownership and commitment to the brand. Levi’s is known for the quality, durability and style of their American made products. Art of Your Mind was asked to “customize,” one of their most iconic products whose design dates back to 1962… the classic trucker jacket, so that designated Buyers and Corporate Retail Personnel would identify and reconnect with this benchmark product. These enhancements were to inspire buyers and sellers to connect with the brand and bring more trucker jackets to consumers! Incorporating various themes, each jacket would integrate specific individual styles and persona in an artistically designed monogram airbrushed onto the jacket. The Art of Your Mind Team had to propose a plan that would blend seamlessly with the other activations and create an impact that would outlast the event itself!

Proposal

Our approach was to design and airbrush custom designs live on 300 classic jackets in 8 hours that would be revealed at the Spring Fashion Show being hosted at Highline Stages.

300 hand painted jackets in 8 hours!!!… Live!

With a designated timeline to complete this project, we chose to create four core designs that could be mixed and matched in various combinations to create a personalized jacket. Our goal was to have our artists create half of the customized jackets early in the day for Levi’s employees sales team and the other half during the evening for buyers attending the event. The custom enhanced jackets for the fashion show attendees and buyers would be completed in real time right before their eyes!

Project Execution

Our highly-skilled air-brush artists used proprietary painting, detailing and highlighting techniques developed through years of experience to effectively personalize these jackets for each and every attendee. The four “core designs” reflected modern urban graffiti, the tattoo culture, classic city landscapes and a mixture of hardcore and complex conceptual designs blended with more elegant and minimalistic subjects. For the live venue we used three of our professional artists as well as multiple staff-assistants to ensure our artistic standards were maintained throughout the process. While our contracted goal was to complete a total of 300 jackets by the events conclusion…we exceeded that production quota by customizing well over that number in a single day.

Outcome Analysis

Levi’s intent by contracting with Art of Your Mind was to enhance the concept of brand loyalty through one of their most timeless and well-known products…the classic truckers jacket. The goal was to produce custom, personalized denim jackets during the course of the fashion show that would become fashion statements themselves as well as urban examples of bi-pedal marketing works-of-art. The purpose was to build a stronger level of brand loyalty by re-energizing the popularity of one of their long-time product mainstays. This was to be accomplished by creating customized versions of the jacket for corporate buyers and highly-regarded fashion industry representatives. Due to the highly positive reception the jackets received from the show attendees, Levi’s had us produce additional customized jackets in our studio upon the conclusion of the fashion show. This further increased the brand loyalty connection established at the event!

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