1. LEVI'S
MKT:445
Brand Audit and New
Product Proposal
By Nathan Yung

2. The 4p’s- The Basics
Promotion
Levi’s is a Heritage brand and its legacy alone helps keep
the brand in peoples mind. However, Levi’s utilizes strong
social media presence with its influencer marketing
campaigns with Gen Z celebrities like Emma Chamberlain.
Product
Jeans, or course. However they also know for their other
denim products such as jackets, overalls, and shorts.
Price
Above Average. Levi’s is the quality standard when it
comes to jeans. It’s priced higher than fast fashion but
less than luxury brands.
Placement
Strong retail presence with its own stores as well
department stores. Also has a strong online presence
with its heavy influencer marketing campaigns and
partnerships.

3. Positioning
Target Market:
Middle class, males and
females, 20 - 35 years old,
usually college students or
recent college graduates
Category Membership:
Jeans
Points of Parity Points of Difference
Jeans Manufacturer
Reasonable pricing
Retail & online distribution
channels
Original pair of Jeans
Sizing language (501, 505, etc.)
Strong Recall
High profile endorsements

4. Brand Audit:
A Survey on Consumer’s
Perceptions

5. Survey
In order to gain an understanding of consumer persecutions of the brand, I designed, distributed,
and analyzed an online survey. The survey was distributed to Levi’s target audience: College
students ages 18-25. Participants answered questions about Levi’s and its two main competitors in
affordable jeans: Wrangler and H&M. The data used in
The survey was developed on Qualtrics and asked the participant to rank relevant associations from
1-5 such as: cool, stylish, quality, class, etc.
1 = Very Negative ; 5 = Very Positive
To show how consumer’s perceptualize the brand, a mental map, perceptual map, and a brand
mantra was then created using the data collected.
For the new product extensions, the data as well as insights from the focus group I conducted were
used. Using this data, allowed for extensions that can improve the previous negative associations.
The sample size for survey included 50 responses.

6. Mental Maps-
Levi’s
Reliable
Classic
Comfortable Durable
Well
Designed
Levi’s
Predictable
Not
trendy
Common Pricey
Boring
Negative:
Positive:
Consumer perceived associations of Levi’s
gathered through survey data

7. Competitors-
Brand Target Market Price Benefits
Wrangler
Middle class
20-35 years old
workwear
Average Sturdy outdoor work
apparel
H&M
Lower middle class
15-25 years old
everyday
Below average Fashionable at an
affordable price
Levi’s
Middle Class
20-35 years old
everyday
Above average classic everyday jeans
How does Levi’s and its competitors
compare?

8. Perceptual Map-
High Quality
Low Quality
Traditional Trendy
Where Levi’s stands in consumer’s minds
amongst competitors according to our survey

9. Brand Mantra-
Emotional
Modifier
Descriptive
Modifier
Brand
Function
Classic Everyday Denim
Three words to describe Levi’s brand

10. New Product Proposal:
How can extensions improve
consumer perceptions?

11. Levi’s x Telfar
This collaboration allows Levi’s to move into
trendy and fashionable associations– where
Telfar has cemented itself in the past few years.
Telfar is the face of affordable luxury designer.
With a positioning based around inclusivity and
diversity.
Telfar has yet to create a denim version of their
cult-favorite bags. For Telfar, a collaborations
with a heritage brand will help further establish
Telfar’s relevancy and longevity as a fashion
brand. While Levi’s will be able to refresh their
brand and be a “cool girl.”
1.

12. Market Trends & Opportunity
Size of U.S. Luxury Handbag market (Allied
Market Research)
2018 – U.S sales estimated to $58.3 Billion
*2026 – projected estimate of $89.9 Billion
Telfar’s Revenue
2016 – estimated $102,000 (Financial Times)
2019 – estimated $2 Million (Financial Times)
2022 - estimated $146.5 Million (Business of
Fashion)

13. As the size of the luxury handbag
market and Telfar’s revenue
continues to grow, the collaboration
has massive potential to be
profitable.
Many celebrities have been spotted
with a Telfar bag. Even Beyonce has
cosigned the designer in her song
“Summer Renaissance,” further
cementing Telfar’s status within pop
culture.
Market Trends & Opportunity

14. Focus Group Feedback Summary
Positive:
• Has the “cool” factor
• Perfect for everyday use. Elevated yet
approachable design that will draw eyes
but is not flashy.
•Negative:
• Not appropriate for a night out due to
denim material. Casual wear.
• Telfar’s exclusive purchase model may
prevent some from acquiring the bag at
retail price.
Key Learnings:
People think this is a cool collaboration. Many of the
college students surveyed said if they had the
financial means, they would purchase the product.
Overall, this product is favorable and has little
negatives.
“The new it bag”
“Jelfar”

15. 3 Factor Model - about
1. Salience
2. Favorability
3. Uniqueness
Does the extension have enough positive equity
to be successful?
Our survey asked to rank both positive and
negative associations. The 3 Factor Models asks
the extensions to have more positive
associations than negative to be successful. The
model also examines what associations are
introduced to the parent brand and what is
amplified.

16. 3 Factor Model
Salience
This co-brand extension borrows 3 (positive) brand equity elements from
Telfar.
• Gains: Trendy, Fashionable
• Increases: Stylish
Favorability
This co-brand concept creates a new positive association (“Exclusive”) and
overcomes a negative association (“Boring”) for Levi’s
Uniqueness
This extensions includes PODs from both Telfar and Levi’s. Telfar provides
elements of Stylish, Fashionable, and Trendy. This is combines with Levi’s
PODs of heritage and Classic. This mixture of PODs creates a product that
cannot be replicated and will provide unique and exclusive product to the
market that will enhance the brand equity of both brands.

17. 4 Factor Model - about
1. Compelling
2. Relevance
3. Consistent
4. Strong
How does this extension affect the parent
brand?
In our survey, we asked consumers again to
rank their perceptions. The brand extension
ideas were presented to the participants and
were then asked how they feel about the brand
if the extensions were to be introduced.
After gathering the data, we see how the
extensions affect the parent brand with the 4
Factor Model. The results tested on how
compelling, relevant, consistent, and strong the
extension is.

18. 4 Factor Model – Compelling
Compelling
The co-brand extension will affect the parent brand by:
• increasing the association of Stylish
• Gaining associations of Exclusive, Fashionable, and Trendy
• And gaining the Negative association of Gimmicky
Levi’s
Reliable
Classic
Comfortable
Stylish
Well
Designed
Telfar x
Levi’s
Fashionable
Trendy
Exclusive Stylish
Gimmicky

19. 4 Factor Model – Relevance
Feelings
* Impact on Levi’s
• Self-respect (3.56)
• Excited (4.08)
• Inspired (3.79)
• Cool (4.03)
• Secure (3.51)
• Fashionable (4.10)
• Trendy (4.05)
Our survey asked to rank the impact of the Telfar
collaboration from 1 - 5.
With 1 = strongly decreases, 3 = no change, and 5 =
strongly increase
Results: the collaboration increases all of Levi’s
positive associations
Judgements
*impact on Levi’s
• Quality (2.72)
• Superior (3.67)
• Comparable (3.64)
• Credible (3.44)
Results: The collaboration will negatively impact
customers judgment on Levi’s product quality but
increase Superior, Comparable, and Credible.

20. 4 Factor Model – Consistent
Emotional
Modifier
Descriptive
Modifier
Brand
Function
Classic
* Telfar is on its way to
classic recognition within
fashion as it has lasted
many trend cycles
Everyday
* Telfar bags are elevated
tote bags that people use
as everyday bags
Denim
* Combines Telfar’s iconic
design with Levi’s classic
denim. Maintains the
excellent craftsmanship of
both brands
How the new product fits within Levi’s Brand Mantra

21. 4 Factor Model – Strong
Relevance
The extensions borrows a lot of positive
equity, adds favorable attributes, and dilutes
a few negative attributes.
Compelling
New positive feelings are added judgements
are improved. More favorable attributes are
added than negative.
Fit
The new product fits in to 3/3 of Levi’s brand
modifiers and 69% of survey responders
believe that this is a product Levi’s
would introduce.
Advantages:
Telfar has a large and growing audience
that values quality, fashion, style, and
value. The collaboration will allow Levi’s
be seen as more fashionable and
potentially can build off this increased
perception in future business endeavors.
Disadvantages:
Telfar’s ”Drop” purchase model may not
allow all those want the bag to obtain it
and gain negativity towards Levi’s.
Conclusion: 3/3, it is recommended to
proceed with the Telfar collaboration.
Decisive Rationale

22. Levi’s Cafe
This initiative aims to give customers a
more intimate feel for Levi’s through a
curated experience. The idea will offer a
space for customers to have light bites
and coffee in an immersive experience
that is connected to a flagship store. The
cafe offers a collaborative opportunity
with interior designers, chefs, and artists
to bring Levi’s essence into a physical
space. The purpose the café is to build
customer loyalty, get customers in the
store, and give an opportunity to buy.
2.

23. Market Trends & Opportunity
Size of US. Dining out sector (Mintel)
2009 – U.S sales estimated to $395 Billion
2014 – up to an estimated $482 Billion
Size of US. Coffee Shop sector (Mintel)
2009 – U.S sales estimated to $16.6 Billion
2014 – up to an estimated $19.1 Billion
“If it harmonizes well with the brand, then it is
going to enhance that brand and cement the
relationship consumers have with the retailer,
they will associate the good sensations,
feelings and memories they have of the
experience with the brand, the retailer and its
merchandise.”
– Joe Pine, co-author of The Experience
Economy.

24. The coffee industry is growing and
including an everyday experiential
marketing component will allow
Levi’s to have different
opportunities to engage
consumers into Levi’s world.
Although it is an unconventional
extension, it provides an air of
freshness to this heritage brand.
Market Trends & Opportunity

25. Focus Group Feedback Summary
Positive:
• People consider this a cool thing to do if
they are in the area
• If they utilize their partnership with Emma
Chamberlain, there will be immediate
interest
Negative:
• Is it interesting enough for people to make
an intentional trip to visit?
• Seems ”gimmicky” because it is not
clothing related
Key Learnings:
Consumers are wary that this might be gimmicky
product with no real value. We hope to improve this
concept with creating a more experiential space
that can also be used with special promotional
events.
“Joffee???”
“Is this necessary?!”

26. 3 Factor Model - about
1. Salience
2. Favorability
3. Uniqueness
Does the extension have enough positive equity
to be successful?
Our survey asked to rank both positive and
negative associations. The 3 Factor Models asks
the extensions to have more positive
associations than negative to be successful. The
model also examines what associations are
introduced to the parent brand and what is
amplified.

27. 3 Factor Model
Salience
This extension is borrowing a little equity from the Parent Brand.
The Café is only borrowing Cool for Levi’s
Favorability
The Café creates a strong association with “gimmicky” due to similar fashion
brand cafes such as Gucci and Brandy Melville. However, the extension has
also generated new positive associations (Fun and Exciting) and increased
the Quality association.
Uniqueness
Levi’s cafe provides the opportunity to communicate its brand identity with
experiential and promotional elements. It is a space where they can be
creative with the sensory elements (taste, visual, smell, etc.). While being a
fun new way to promote its own new products, influencers, and brand.

28. 4 Factor Model - about
1. Compelling
2. Relevance
3. Consistent
4. Strong
How does this extension affect the parent
brand?
In our survey, we asked consumers again to
rank their perceptions. The brand extension
ideas were presented to the participants and
were then asked how they feel about the brand
if the extensions were to be introduced.
After gathering the data, we see how the
extensions affect the parent brand with the 4
Factor Model. The results tested on how
compelling, relevant, consistent, and strong the
extension is.

29. 4 Factor Model – Relevance
Feelings
* Impact on Levi’s
• Self-respect (2.79)
• Excited (3.13)
• Inspired (3.00)
• Cool (3.31)
• Secure (2.92)
• Fashionable (3.08)
• Trendy (3.68)
Our survey asked to rank the impact of the Telfar
collaboration from 1 - 5.
With 1 = strongly decreases, 3 = no change, and 5 =
strongly increase
Results: Only Secure and Self-respect decreases, all
other positive association is increased.
Judgements
*impact on Levi’s
• Quality (2.71)
• Superior (3.24)
• Comparable (3.16)
• Credible (2.89)
Results: The collaboration will negatively impact
customers judgment on Levi’s product quality and
credibility, which will be a concern.

30. 4 Factor Model – Compelling
Compelling
This category extension will affect the parent brand by:
• Gaining associations Trendy
• And gaining the Negative association of Gimmicky
• Will not increase/decrease Levi’s current associations
Levi’s
Reliable
Classic
Comfortable Stylish
Well
Designed
Levi’s
Cafe
Trendy
Stylish
Gimmicky

31. 4 Factor Model – Consistent
Emotional
Modifier
Descriptive
Modifier
Brand
Function
Classic
* A café a classic place for
people to enjoy
Everyday
*Not an everyday occasion
as there will be very few
locations in urban cities
and this café aims to
provide a more special
experience
Denim
* The Café does not
function as denim
How the new product fits within Levi’s Brand Mantra

32. 4 Factor Model – Strong
Relevance
This extension is borrowing a little equity
from its own. It is only borrowing Cool
Compelling
A few positive associations are added and
improved. But this extensions largely
increases the negative association of
Gimmicky. This concept proves to be risky
decision.
Fit
The new product fits in to 1/3 of Levi’s brand
modifiers and only 18.42% of survey
responders believe that this is a product
Levi’s would introduce.
Advantages:
Provides Levi’s the opportunity to express
their brand image in new ways and
increase foot traffic into their retail
stores.
Disadvantages:
Fashion brand café’s have been done
many times and has a negative
connotation of subpar food & beverages.
Can negatively affect Levi’s brand equity.
Conclusion: 1/3 Launching the cafe in its
current concept is unfavorable. It should
not be launched.
Decisive Rationale

33. Conclusion
Levi’s is a heritage brand that is due for a fashionable refresh.
The Levi’s Cafe provides something new and limitless branding opportunities.
However, consumers feel this extension may be too gimmicky.
The Telfar collaboration was overwhelming favorited by both the focus group and
survey. This extension will help Levi’s be associated with a trendier crowd and help
its brand equity.