The Levi's® Brand and Pictory Present "Secrets of Inspiring Women"
SAN FRANCISCO (December 1, 2010) –Today, Levi’s®, the original, definitive jean brand, and Pictory announce “Secrets of Inspiring Women” -- a Levi’s®-sponsored photographic showcase celebrating inspirational women on Pictorymag.com. Inspired by Shape What’s to Come, Levi’s® global initiative and web community which is designed to inspire and empower millennial women, photographers were invited to submit self-portraits and tell the story of getting to where they are as a woman, their mentors along the way, how they’re impacting others and share advice for the next generation.
“Pictory is thrilled to partner with the Levi’s® brand to enable young women to tell the stories behind the pursuit of their passions and potential through photography,” said Pictory founder Laura Brunow Miner. "I love how the Levi’s® brand has taken up the charge to connect women by interests and industries to empower one another. The Levi’s® brand is a leader in encouraging creative expression: they've worked with an impressive array of indie photographers and filmmakers, produced community spaces for creative output through their Workshops series, all while staying true to the roots of their 150-year-old company. It's exciting to see them focus their influence as a pioneering brand on impacting the lives and careers of countless young women."
Photographer Maren Celest joined Pictory founder Laura Brunow Miner to guest curate the showcase. Renowned for film-based images, Maren recently shot Levi’sShape What’s to Come Ambassador portraits. In addition to photography, Maren is a member of the Cashmere Clubhouse art collective. She also sings and plays the ukulele, keyboard and banjo in her band, The Photographers.
“As a pioneering brand, Levi’s®has long inspired people from all walks of life to go forth and pursue their passions, “ said Maren Celest. “I’m delighted to be working with theLevi’s®brand, and in partnership with Pictorymag.com,to encourage dynamic young women to create new definitions of success and shape what’s to come -- for themselves and the world at large.”
“The Levi’s® brandhas been shaping women’s fashion since it introduced the first pair of women’s jeans 75 years ago,” said Mary Alderete, Vice President of Levi’s® Global Women’s Marketing. “We are building on this legacy to help young women shape their futures. ShapeWhat’sToCome.com, and related projects, are designed to celebrate and inspire the young women who are shaping our world. The Pictory ‘Secrets of Inspiring Women’ photographic showcase is a perfect vehicle for women to share the stories of their inspiration, growth and desire to shape what’s to come.”
ShapeWhatsToCome.com
ShapeWhatsToCome.com recently launched in the United States, United Kingdom and Japan. Twenty inspiring millennial “ambassadors”, engaged by the Levi’s® brand and living in the U.S., UK and Japan, ranging from up-and-coming artists and performers to twenty-something entrepreneurs and advocates for social change, will enrich the community with the fruits of their efforts.
“The Shape What’s To Come initiative builds on the Levi’s® brand global commitment to empower young women to shape their futures by pursuing their passions and potential,” added Alderete. “It’s not just about being the biggest jeans brand for women—it’s also about being the most relevant and beloved brand. We want to provide millennial women around the world with products and opportunities that fit her – both literally and figuratively.”
Millennial celebrities, who are shaping the future, including Zooey Deschanel of She & Him and singer/songwriter Janelle Monae hosted videocasts on Shape What’s to Come.com sharing their personal journeys. Millennial women are invited to join the discussion at www.shapewhatstocome.com.
ABOUT PICTORY
Pictorymag.com is a showcase for people around the world to document their lives and cultures. Anyone can submit one large, captioned image to each of Pictory’s editorial themes. The best photo stories are proofed, edited, and polished into a magazine like showcase. Pictory has been featured in the Los Angeles Times, the New York Times, Entertainment Weekly, Fast Company, 7x7 Magazine, and dozens of other print and web publications.
Friday, December 31, 2010
Thursday, December 30, 2010
Percept Out of Home bags Levis Curve ID account
Executes branding and visibility activities to promote Levis’s CURVE ID designed specially for woman
Levis appointed Percept Out of Home their creative mandates to execute the outdoor campaign for their newly launched Levis’s CURVE ID with the brand mantra “We believe it’s about Shape not Size”. The campaign kick-started on December 10, 2010, will roll out till January 15,2010 Pan India covering metros and to be metros.
Percept Out of Home identified a sniper approach to reach the target audience by engaging them with the brand rather than going loud across the streets. The outdoor activities were conducted in best and the busiest of malls, multiplexes like Fun Cinemas, Inox & PVR etc and cafes like Café Coffee Day etc. The convenient, cost effective and a relevant media, the mobile media also came in where ever required to support the conventional and unconventional media.
Commenting on this activity Mr. Sanjay Pareek, President, Percept Out of Home said, “Percept’s ‘planning approach’ where the use of media assets across all the format; malls, multiplexes and cafes too as the dwell time for the target customer is higher in these media, is given more emphasis than just a large format conventional outdoor assets, to get better Return on Investment for the client through higher OTS and Reach. The client was also very supportive of this planning approach.”
Elaborated Mr. Rajneesh Bahl, Business Head–Outdoor, Percept Out of Home, “The brief was very simple, loud and clear. The end target audience are woman so let’s create awareness of the benefits and what the 3 different fits are all about. The team developed a strategy and implemented the same. It was clear that it’s just not about going loud across the streets this time, rather have a sniper approach and catch the TG where they are or would be.”
He added, ”It was more about the leisure and hangout areas such as malls, multiplexes and cafes where the TG spends their maximum time either shopping or catching up with their favourite stars on a movie or updating themselves about what’s “IN”. Hence malls, multiplexes and cafes had a major role to play”.
The campaign executed and rolled out with its clear objectives is creating a phenomenal buzz all over.
Levis appointed Percept Out of Home their creative mandates to execute the outdoor campaign for their newly launched Levis’s CURVE ID with the brand mantra “We believe it’s about Shape not Size”. The campaign kick-started on December 10, 2010, will roll out till January 15,2010 Pan India covering metros and to be metros.
Percept Out of Home identified a sniper approach to reach the target audience by engaging them with the brand rather than going loud across the streets. The outdoor activities were conducted in best and the busiest of malls, multiplexes like Fun Cinemas, Inox & PVR etc and cafes like Café Coffee Day etc. The convenient, cost effective and a relevant media, the mobile media also came in where ever required to support the conventional and unconventional media.
Commenting on this activity Mr. Sanjay Pareek, President, Percept Out of Home said, “Percept’s ‘planning approach’ where the use of media assets across all the format; malls, multiplexes and cafes too as the dwell time for the target customer is higher in these media, is given more emphasis than just a large format conventional outdoor assets, to get better Return on Investment for the client through higher OTS and Reach. The client was also very supportive of this planning approach.”
Elaborated Mr. Rajneesh Bahl, Business Head–Outdoor, Percept Out of Home, “The brief was very simple, loud and clear. The end target audience are woman so let’s create awareness of the benefits and what the 3 different fits are all about. The team developed a strategy and implemented the same. It was clear that it’s just not about going loud across the streets this time, rather have a sniper approach and catch the TG where they are or would be.”
He added, ”It was more about the leisure and hangout areas such as malls, multiplexes and cafes where the TG spends their maximum time either shopping or catching up with their favourite stars on a movie or updating themselves about what’s “IN”. Hence malls, multiplexes and cafes had a major role to play”.
The campaign executed and rolled out with its clear objectives is creating a phenomenal buzz all over.
Wednesday, December 29, 2010
Tuesday, December 28, 2010
Monday, December 27, 2010
Levi Strauss and HIV/AIDS
HIV/AIDS is a long-term challenge that requires sustained responsibility. As a new generation begins to view HIV/AIDS as a chronic, manageable disease, it becomes imperative for us to remind the world that it remains a widespread health catastrophe. Leveraging the power of our iconic brands, we set a standard for global HIV/AIDS corporate responsibility and we encourage other companies, the apparel industry, communities, customers and competitors to do the same.
In 1982, we were one of the first companies to take action in the fight against HIV/AIDS. Nearly 30 years later, we are proud that we have maintained a persistent, disciplined and courageous approach to the ultimate eradication of the pandemic. Our goal has been to take early leadership positions and establish best practices that we can share with other companies and organizations around the world. See a timeline of our response to fighting HIV/AIDS.
Prevention, Education, Treatment and Care for Employees and their Families
In 2006, we made a Clinton Global Initiative commitment to revitalize and expand our employee HIV/AIDS workplace policies, education and benefits. We hope to lead through our action by offering an HIV/AIDS treatment and care model that other global apparel companies will replicate or adopt.
Our HIV/AIDS program provides innovative and interactive in-person and online prevention education, while striving to improve access to voluntary and confidential HIV testing, treatment and care. Itis designed to reach all of our employees and their families in more than 40 countries, ensuring access to HIV/AIDS prevention, education, comprehensive treatment (through a global system for case management) and reimbursement for HIV/AIDS services. The program website provides valuable information about benefits, and an interactive HIV/AIDS education toolkit is available for employees without Internet access.
Leveraging the Power of Local Community Organizations
In 1983, the Levi Strauss Foundation became the first U.S. corporate foundation to address the HIV/AIDS epidemic. Since then, we have evolved our strategies, adapted lessons and pioneered new approaches to address the changing face of this global epidemic. Levi Strauss & Co. and the Levi Strauss Foundation have contributed some $45 million in grants to HIV/AIDS service organizations in more than 40 countries.
Through its grant partnerships, the Levi Strauss Foundation’s current efforts focus on eradicating discrimination against people living with HIV/AIDS and providing assistance to those who are most vulnerable to infection. The Levi Strauss Foundation supports policy advocacy, law reform and other efforts to ensure that people living with HIV/AIDS are treated with dignity and respect and have access to critical services. Learn more about the Levi Strauss Foundation’s work on HIV/AIDS.
Raising Consumer Awareness Through Levi’s ® Brand Marketing
By integrating HIV/AIDS into our global marketing strategies, we help educate consumers and put an emphasis on prevention. Most recently, the Levi’s® brand commemorated World AIDS Day 2009 by teaming up with emerging and established artists to encourage HIV/AIDS testing and prevention. The artwork was displayed in Levi’s® retail stores and can be found at http://www.levi.com/worldaidsday. In the United States, we partnered with renowned designer Stefan Sagmeister to create a provocative poster encouraging consumers to get tested and explore available HIV/AIDS resources. Elsewhere, we partnered with artists Matt Sewell, Mysterious Al, IHOK and Pinky in Europe, and with Yen Wei (Kokomoo) in China. Read a case study of our Red For Life campaign in South Africa.
In 1982, we were one of the first companies to take action in the fight against HIV/AIDS. Nearly 30 years later, we are proud that we have maintained a persistent, disciplined and courageous approach to the ultimate eradication of the pandemic. Our goal has been to take early leadership positions and establish best practices that we can share with other companies and organizations around the world. See a timeline of our response to fighting HIV/AIDS.
Prevention, Education, Treatment and Care for Employees and their Families
In 2006, we made a Clinton Global Initiative commitment to revitalize and expand our employee HIV/AIDS workplace policies, education and benefits. We hope to lead through our action by offering an HIV/AIDS treatment and care model that other global apparel companies will replicate or adopt.
Our HIV/AIDS program provides innovative and interactive in-person and online prevention education, while striving to improve access to voluntary and confidential HIV testing, treatment and care. Itis designed to reach all of our employees and their families in more than 40 countries, ensuring access to HIV/AIDS prevention, education, comprehensive treatment (through a global system for case management) and reimbursement for HIV/AIDS services. The program website provides valuable information about benefits, and an interactive HIV/AIDS education toolkit is available for employees without Internet access.
Leveraging the Power of Local Community Organizations
In 1983, the Levi Strauss Foundation became the first U.S. corporate foundation to address the HIV/AIDS epidemic. Since then, we have evolved our strategies, adapted lessons and pioneered new approaches to address the changing face of this global epidemic. Levi Strauss & Co. and the Levi Strauss Foundation have contributed some $45 million in grants to HIV/AIDS service organizations in more than 40 countries.
Through its grant partnerships, the Levi Strauss Foundation’s current efforts focus on eradicating discrimination against people living with HIV/AIDS and providing assistance to those who are most vulnerable to infection. The Levi Strauss Foundation supports policy advocacy, law reform and other efforts to ensure that people living with HIV/AIDS are treated with dignity and respect and have access to critical services. Learn more about the Levi Strauss Foundation’s work on HIV/AIDS.
Raising Consumer Awareness Through Levi’s ® Brand Marketing
By integrating HIV/AIDS into our global marketing strategies, we help educate consumers and put an emphasis on prevention. Most recently, the Levi’s® brand commemorated World AIDS Day 2009 by teaming up with emerging and established artists to encourage HIV/AIDS testing and prevention. The artwork was displayed in Levi’s® retail stores and can be found at http://www.levi.com/worldaidsday. In the United States, we partnered with renowned designer Stefan Sagmeister to create a provocative poster encouraging consumers to get tested and explore available HIV/AIDS resources. Elsewhere, we partnered with artists Matt Sewell, Mysterious Al, IHOK and Pinky in Europe, and with Yen Wei (Kokomoo) in China. Read a case study of our Red For Life campaign in South Africa.
Sunday, December 26, 2010
Saturday, December 25, 2010
Thursday, December 23, 2010
New Global Study Reveals Independence Trumps Marriage, Wealth and Professional Success as Important Life Goals for Millennial Women
Levi’s®, the original, definitive jean brand, released the findings of a global study to better understand the challenges, expectations, goals and experiences Millennial women face around the world. The results show a surprising generational shift in life priorities and a need for a new, nontraditional form of mentorship.
In response to these findings, the Levi’s® brand has launched ShapeWhatsToCome.com, a global online community where Millennial women around the world can connect with peers and mentors to shape their futures.“Since introducing the first pair of women’s jeans 75 years ago, the Levi’s® brand has been a relevant part of women’s lives,” said Mary Alderete, Vice President of Levi’s® Global Women’s Marketing. “Today, youngwomenface more opportunity in their twenties than any generation of women before them. It’s important we understand their mindset and their cultural and societal impact. We truly see ShapeWhat’sToCome.com as a community of women changing the world – it’s a global platform of women coming together to share, inspire, grow and shape their futures.”
The Levi’s® Shaping a New Future study shows that women in their 20s are experiencing a world unlike women of previous generations. Aside from living in a dynamic, rapidly changing environment, there are many choices and options open to Millennial women and technology has dramatically increased their access to these different avenues in their lives. While these women are independent and focused on carving their own path in life, they are also actively looking for mentorship. But these Millennials view mentorship differently and now they are reinventing it: rather than a one-to-one, inter-generational passing of advice, they prefer to engage with their peers and other women of all ages and in different parts of the world who have experiences in their areas of interest.
Key highlights from the Levi’s® Shaping a New Future study include:
Redefining success and how to get there:
- Ninety-six percent of Millennial women worldwide list “being independent” as their most important life goal.
- Meanwhile, 87 percent of women surveyed defined success as “being able to shape their future.”
- Last on Millennials’ priority list? Marriage and other more traditional pursuits - being a mother (68 percent), getting married (50 percent) and being wealthy (43 percent), were seen as far less essential in defining success.
- Not only are Millennial women reshaping what success looks like, they’re changing the way they reach their goals as well.Morethan half (58 percent) of women worldwide “do not have a definite plan to achieve their long-term goals.” This lack of a “life plan” is precisely what Millennial women seem to relish—and perhaps what makes previous generations so nervous, leading to accusations of extending childhood into their twenties.
Re-imagining mentorship:
- While they might not desire a prescribed path, Millennial women do express a need for perspective from other women. To that end, they are re-imagining traditional mentorship —transforming it into a communal exchange that’s two-way rather than one-way, shared among many women rather than one-on-one.
- In fact, 94 percent of Millennial women agree that “the best mentors are people you can both give advice to and receive advice from.” In addition, 88 percent agree that “a mentor is someone who helps them shape their future, regardless of their age or professional experience,” and 77 percent say that “mentors can be someone their own age.”
“For many Millennial women, the expected path or ‘ladder’ towards adulthood—which included milestones such as school, career, marriage and motherhood—to be achieved in that order, has blurred,” said Lindsey Pollak, Millennial expert, bestselling author and lead collaborator on the Levi’s® Shaping a New Future study. “In its place is a web of opportunities that Millennials sample throughout their twenties, representing a different approach from previous generations. These women are challenging long-held beliefs about success as they navigate a complex world.”
ShapeWhatsToCome.com
ShapeWhatsToCome.com launches in the United States, United Kingdom and Japan. Twenty inspiring Millennial “ambassadors”, engaged by the Levi’s® brand and living in the U.S., UK and Japan, ranging from up-and-coming artists and performers to twenty-something entrepreneurs and advocates for social change will enrich the community with content.
“The Shape What’s To ComeSMinitiative builds on our global commitment to respond to the energy and events of our time by empowering young women to shape their futures by pursuing their passions and potential,” added Alderete.
Millennial celebrities who are uniquely shaping the future such as Zooey Deschanel of She & Him and singer/songwriter Janelle Monae will host live videocasts to further inspire community members. Millennial women can join the discussion at www.shapewhatstocome.com.
The study and community initiative come on the heels of the August 2010 introduction of Levi’s® Curve ID, a revolutionary fit system based on shape, not size. The fit system was created as a result of studying more than 60,000 women’s body scans and listening to women around the world who expressed frustration over finding the right pair of jeans for their unique body shapes.
ABOUT THE LEVI’S® SHAPING A NEW FUTURE: WOMEN NAVIGATING ADULTHOOD IN A NEW MILLENNIUM STUDY
The Levi’s® Shape What’s to ComeSMstudy was managed by StrategyOne, an applied-research consulting firm. StrategyOne conducted a rigorous, two-phase study to provide projectable, reliable insights to form an understanding of Millennial women’s perceptions of this important juncture of their lives.
- Phase 1: Qualitative – a comprehensive, global literature review and focus groups among Millennial women in the United States, France, and Japan
- Phase 2: Quantitative – for which a 15-minute telephone survey was conducted among a representative sample of 1,000 Millennial women age 21 to 29 across five countries: Brazil, France, Japan, the United States and the United Kingdom. A sufficient sample of respondents across the Millennial generation – Younger Millennials (age 21-24) and Older Millennials (age 25-29) – was obtained in order to compare perceptions, behaviors and trends.
In response to these findings, the Levi’s® brand has launched ShapeWhatsToCome.com, a global online community where Millennial women around the world can connect with peers and mentors to shape their futures.“Since introducing the first pair of women’s jeans 75 years ago, the Levi’s® brand has been a relevant part of women’s lives,” said Mary Alderete, Vice President of Levi’s® Global Women’s Marketing. “Today, youngwomenface more opportunity in their twenties than any generation of women before them. It’s important we understand their mindset and their cultural and societal impact. We truly see ShapeWhat’sToCome.com as a community of women changing the world – it’s a global platform of women coming together to share, inspire, grow and shape their futures.”
The Levi’s® Shaping a New Future study shows that women in their 20s are experiencing a world unlike women of previous generations. Aside from living in a dynamic, rapidly changing environment, there are many choices and options open to Millennial women and technology has dramatically increased their access to these different avenues in their lives. While these women are independent and focused on carving their own path in life, they are also actively looking for mentorship. But these Millennials view mentorship differently and now they are reinventing it: rather than a one-to-one, inter-generational passing of advice, they prefer to engage with their peers and other women of all ages and in different parts of the world who have experiences in their areas of interest.
Key highlights from the Levi’s® Shaping a New Future study include:
Redefining success and how to get there:
- Ninety-six percent of Millennial women worldwide list “being independent” as their most important life goal.
- Meanwhile, 87 percent of women surveyed defined success as “being able to shape their future.”
- Last on Millennials’ priority list? Marriage and other more traditional pursuits - being a mother (68 percent), getting married (50 percent) and being wealthy (43 percent), were seen as far less essential in defining success.
- Not only are Millennial women reshaping what success looks like, they’re changing the way they reach their goals as well.Morethan half (58 percent) of women worldwide “do not have a definite plan to achieve their long-term goals.” This lack of a “life plan” is precisely what Millennial women seem to relish—and perhaps what makes previous generations so nervous, leading to accusations of extending childhood into their twenties.
Re-imagining mentorship:
- While they might not desire a prescribed path, Millennial women do express a need for perspective from other women. To that end, they are re-imagining traditional mentorship —transforming it into a communal exchange that’s two-way rather than one-way, shared among many women rather than one-on-one.
- In fact, 94 percent of Millennial women agree that “the best mentors are people you can both give advice to and receive advice from.” In addition, 88 percent agree that “a mentor is someone who helps them shape their future, regardless of their age or professional experience,” and 77 percent say that “mentors can be someone their own age.”
“For many Millennial women, the expected path or ‘ladder’ towards adulthood—which included milestones such as school, career, marriage and motherhood—to be achieved in that order, has blurred,” said Lindsey Pollak, Millennial expert, bestselling author and lead collaborator on the Levi’s® Shaping a New Future study. “In its place is a web of opportunities that Millennials sample throughout their twenties, representing a different approach from previous generations. These women are challenging long-held beliefs about success as they navigate a complex world.”
ShapeWhatsToCome.com
ShapeWhatsToCome.com launches in the United States, United Kingdom and Japan. Twenty inspiring Millennial “ambassadors”, engaged by the Levi’s® brand and living in the U.S., UK and Japan, ranging from up-and-coming artists and performers to twenty-something entrepreneurs and advocates for social change will enrich the community with content.
“The Shape What’s To ComeSMinitiative builds on our global commitment to respond to the energy and events of our time by empowering young women to shape their futures by pursuing their passions and potential,” added Alderete.
Millennial celebrities who are uniquely shaping the future such as Zooey Deschanel of She & Him and singer/songwriter Janelle Monae will host live videocasts to further inspire community members. Millennial women can join the discussion at www.shapewhatstocome.com.
The study and community initiative come on the heels of the August 2010 introduction of Levi’s® Curve ID, a revolutionary fit system based on shape, not size. The fit system was created as a result of studying more than 60,000 women’s body scans and listening to women around the world who expressed frustration over finding the right pair of jeans for their unique body shapes.
ABOUT THE LEVI’S® SHAPING A NEW FUTURE: WOMEN NAVIGATING ADULTHOOD IN A NEW MILLENNIUM STUDY
The Levi’s® Shape What’s to ComeSMstudy was managed by StrategyOne, an applied-research consulting firm. StrategyOne conducted a rigorous, two-phase study to provide projectable, reliable insights to form an understanding of Millennial women’s perceptions of this important juncture of their lives.
- Phase 1: Qualitative – a comprehensive, global literature review and focus groups among Millennial women in the United States, France, and Japan
- Phase 2: Quantitative – for which a 15-minute telephone survey was conducted among a representative sample of 1,000 Millennial women age 21 to 29 across five countries: Brazil, France, Japan, the United States and the United Kingdom. A sufficient sample of respondents across the Millennial generation – Younger Millennials (age 21-24) and Older Millennials (age 25-29) – was obtained in order to compare perceptions, behaviors and trends.
Wednesday, December 22, 2010
A day late but.....
Happy Winter Solstice!
"I heard a bird sing
In the dark of December
A magical thing
And sweet to remember.
'We are nearer to Spring
Than we were in September,'
I heard a bird sing
In the dark of December."
- Oliver Herford, I Heard a Bird Sing
"I heard a bird sing
In the dark of December
A magical thing
And sweet to remember.
'We are nearer to Spring
Than we were in September,'
I heard a bird sing
In the dark of December."
- Oliver Herford, I Heard a Bird Sing
Will Consumers demand American made Levi's?
Economy shows some signs of recovery, Marist report says
POUGHKEEPSIE – There are some signs of an economic recovery, but the third quarter economic survey conducted by Marist College in Poughkeepsie says the Great Recession is far from over.
The increase in employment and labor force participation that began in the second quarter of this year continued into the third quarter with employment up 1.12 percent and labor force participation up by 1.36 percent.
“Employment is improving, as is the willingness of people to enter the labor force,” said Marist Bureau of Economic Research Director Dr. Christy Huebner Caridi.But, housing has yet to catch up with sales of existing homes and the foreclosure rate negatively impacting the housing market, she said.
There is also the nationwide issue of manufacturing domestically versus globally, and that is something Americans will eventually have to confront.
"Do we truly want to be a nation where Barbie is made in China and Levis are made in the Far East and etcetera; there is a laundry list of what we view to be American icons that are no longer produced in the United States,” she said. “Somewhere there is going to be a backlash. Somewhere people are finally going to say, ‘this is crazy, I don’t want it anymore,’ and it may be as simple as the household sector cutting back the consumption so drastically that firms get the message and start bringing back the manufacturing jobs.”
Caridi said some companies that have off-shored their call centers are moving them back to the US already.
POUGHKEEPSIE – There are some signs of an economic recovery, but the third quarter economic survey conducted by Marist College in Poughkeepsie says the Great Recession is far from over.
The increase in employment and labor force participation that began in the second quarter of this year continued into the third quarter with employment up 1.12 percent and labor force participation up by 1.36 percent.
“Employment is improving, as is the willingness of people to enter the labor force,” said Marist Bureau of Economic Research Director Dr. Christy Huebner Caridi.But, housing has yet to catch up with sales of existing homes and the foreclosure rate negatively impacting the housing market, she said.
There is also the nationwide issue of manufacturing domestically versus globally, and that is something Americans will eventually have to confront.
"Do we truly want to be a nation where Barbie is made in China and Levis are made in the Far East and etcetera; there is a laundry list of what we view to be American icons that are no longer produced in the United States,” she said. “Somewhere there is going to be a backlash. Somewhere people are finally going to say, ‘this is crazy, I don’t want it anymore,’ and it may be as simple as the household sector cutting back the consumption so drastically that firms get the message and start bringing back the manufacturing jobs.”
Caridi said some companies that have off-shored their call centers are moving them back to the US already.
Tuesday, December 21, 2010
Monday, December 20, 2010
Sunday, December 19, 2010
Saturday, December 18, 2010
Friday, December 17, 2010
OnlineLevi’s & Hipstamatic Kick off a Holiday-Themed Photo Contest
Ahead of Christmas, Levi’s is launching a competition, which echoes the major theme of the brand’s latest ‘Go forth‘ campaign and is supporting the idea of its latest project dedicated to craft, Levi’s Photo Workshop. The brand teamed up with the Hipstamatic community to kick off the ‘Holidays Captured’ contest, which revolves around sharing the festive spirit and taking hilarious digital stills, which encompass the vintage style of film photography.
The application to be used for taking pictures can be downloaded at iTunes for $1.99. “The Hipstamatic brings back the look, feel, unpredictable beauty, and fun of plastic toy cameras of the past. The Hipstamatic keeps the quirks of shooting old school but gives you the ability to swap lenses, film, and flash settings all with the swipe of a finger,” says the description to the digital software for iPhone. The ‘Holidays Captured’ competition is running from December 10, the date of the 1th anniversary of Hipstamatic application on iTunes, through January 3—the winners will be announced next day.
The prizes are the Levi’s Photo Workshop Holiday GoodPak of a new camera lens by photographer Melodie McDaniel, who worked on the impressing ‘Ready to Work’ campaign launched by Levi’s this summer. The limited-edition pack will be available to purchase for as long as the contest is running, with all the proceeds to be donated to The Five Boroughs Foundation of Photography and Kids With Cameras.
The procedure of entering the contest is as simple as ABC: snap a photo suing the app, then submit the image to the contest, and finally ask public to tweet the stills or ‘Like’ them. Each uploaded entry has only five days to accumulate as many votes as possible, so that all of the prints could have a chance to become leaders, not only those uploaded during the first days. The leader board page features most popular entries, for which voting has already been expired (on the top), and prints to be voted for now (in the bottom).
The application to be used for taking pictures can be downloaded at iTunes for $1.99. “The Hipstamatic brings back the look, feel, unpredictable beauty, and fun of plastic toy cameras of the past. The Hipstamatic keeps the quirks of shooting old school but gives you the ability to swap lenses, film, and flash settings all with the swipe of a finger,” says the description to the digital software for iPhone. The ‘Holidays Captured’ competition is running from December 10, the date of the 1th anniversary of Hipstamatic application on iTunes, through January 3—the winners will be announced next day.
The prizes are the Levi’s Photo Workshop Holiday GoodPak of a new camera lens by photographer Melodie McDaniel, who worked on the impressing ‘Ready to Work’ campaign launched by Levi’s this summer. The limited-edition pack will be available to purchase for as long as the contest is running, with all the proceeds to be donated to The Five Boroughs Foundation of Photography and Kids With Cameras.
The procedure of entering the contest is as simple as ABC: snap a photo suing the app, then submit the image to the contest, and finally ask public to tweet the stills or ‘Like’ them. Each uploaded entry has only five days to accumulate as many votes as possible, so that all of the prints could have a chance to become leaders, not only those uploaded during the first days. The leader board page features most popular entries, for which voting has already been expired (on the top), and prints to be voted for now (in the bottom).
Thursday, December 16, 2010
Wednesday, December 15, 2010
Levi's makes the shipping error RIGHT
Part 2 of the story of Levi's customer service:
In my original posting I believe I said "I am not holding my breath" in relation to my original order arriving by December 7th. Well if I had held my breath I wouldn't have had to hold it long. I am compelled to tell you of the happy ending to this story that literally has turned my thoughts about Levis customer service a full about face.After originally writing the consumerist.com I proceeded to look over whom I could contact on the Levis.com website to tell them of my experience with their customer service phone line and my disappointment with the no-mans-land situation I felt I was left in. I ended up writing to all the media contact email(s) I found on their site with a message mirroring my original email to the Consumerist.Within 30 minutes of writing Levis at 10pm on a Friday night I was contacted by [redacted] from their Corporate Affairs Department. [redacted] had no knowledge of me writing your site and her only consideration was with making things right with my order. She Immediately apologized for my experience and asked respectful questions that allowed her to reproduce my order. Then she re-ordered my previous jeans selections and had them overnighted to me.We exchanged at least twenty emails over the last week to follow-up with me on my old order, to supply me with a correct tracking number for my new order, to make sure that I received my new order and so forth. I supplied her with the other customers order number so she could make sure they would receive their order properly as well, this was at my doing and received with appreciation by her when I asked if she would like that information so she could stop a second persons situation from getting worse.She went way above and beyond to make this situation right, she even contacted me throughout what I am guessing were supposed to be her days off. Throughout this entire process all I wanted was my order and Rosie made that happen. The story could end here but Rosie went even further above and beyond what was necessary or expected and offered me a complementary pair of Levis jeans of my choice.So although when i wrote my original email to you the thoughts at that time were warranted, it actually saddened me today to see my words in print because Levis has in fact turned one of the worst customer experiences of my life into ultimately the best one I have ever had. Please let your readers know that Levis takes customer support seriously and they will do whatever it takes to make a situation right. If you a Levis employee and are reading this, feel proud you work for a company that cares about its customers. Thanks for reading my follow-up and happy holidays!
Tuesday, December 14, 2010
Levi's no longer sponsors BMX
Levi's cuts BMX program for 2011
[+] Enlarge
Pete Demos/ShazamJamie Bestwick, seen here with son Sam at X16, was part of the Levi's BMX program since the beginning.
Following four years of direct involvement in BMX, Levi's has cut their BMX program for 2011. The dissolution of the BMX program leaves the core team of Levi's BMX riders, including Jamie Bestwick, Corey Martinez, Anthony Napolitan, Morgan Wade, Dakota Roche, Zack Warden, Nathan Williams, Ronnie Napolitan, Jeremiah Smith, Brett Walker, Brian Hunt and Seth Klinger, without a clothing sponsor. "The team could not have been a better group of guys. It's safe it had to end, but life goes on," said United's Corey Martinez, who rode for Levi's since the program's inception.
The Levi's BMX program was a BMX-specific venture from the jeans manufacturer that began in 2007. In the beginning of the program, which was developed by Bird Marketing's Kathy McGrath, Levi's sponsored Martinez, Bestwick, Napolitan and Wade, and allowed the team to organically grow alongside the brand's identity within BMX, slowly bringing on new team riders, nailing a hectic production schedule that included a full-length DVD and weekly Web videos, and covering each team rider's health insurance expenses.
"Levi's gave 100% to this program. They allowed me to dictate almost every decision, trusting that we'd build a program that supported BMX in a way that felt like it came from the inside. The amount of freedom that we had to direct this program is really unprecedented. If you ask any of the Levi's athletes, I am confident that they will tell you that the one and only bad part about the program was that it had to end. It's rare that a sponsorship lives longer than 2-3 years. And if you can get four plus years out of a brand, it shows that they were really committed to more than just the advertising, they felt an affinity for the lifestyle around that sponsorship. To put it in more basic language: Levi's really loved BMX," said McGrath.
While the Levi's BMX program was in full operation, the program supported the greater BMX scene at large, advertising in major BMX magazines, printing t-shirts from businesses owned by BMXers, employing BMX photographers and videographers to create media, and sponsoring Props Video Magazine for two years. "We spent almost every dime of your multi-7 figure budget inside of BMX," added McGrath.
Although original team members Jamie Bestwick and Anthony Napolitan were unavailable for comment, both Martinez and Morgan Wade were grateful for the opportunity to be a part of the Levi's BMX program.
"Levi's was the best sponsor I've ever had. I'm pretty bummed that the program is ending, but that
Saturday, December 11, 2010
Levi’s Photo Workshop: An Evening with Bruce Davidson
By Desiree RabuseDecember 10, 2010. .
It's kind of funny to see Bruce Davidson, photo, and shop in the same sentence. Davidson, a man who created a legacy off of real life photography, doesn't even use a digital camera. His career has been made on exclusively silver film and dedicated to everything real, beautiful, and sometimes disturbing. Last night I had the pleasure of attending the Levi's Photo Workshop discussion with Davidson, who one audience member described best as "disarmingly innocent." Incredible for a man who has photographed and seen so much. He has shot everyone from homeless people to Marilyn Monroe. Davidson spoke to the crowd as a movie screen-sized slideshow of his work, spanning some 50 years, played to a standing room-only crowd. It was incredible to hear the story behind each photograph from Bruce firsthand. Many of the most famous images were taken right here in New York City. His series from Spanish Harlem in the '60s was especially moving. People were so taken aback, the crowd was almost completely silent during the whole presentation. Despite images of dilapidated neighborhoods, homelessness, and unimaginable poverty, Bruce was able to capture a form of beauty.
Davidson described taking great risks to shoot his subjects, including climbing atop bridges, walking through rough neighborhoods, and getting mugged several times while shooting his subway series. The most incredible part is that he chose to do real life/documentary photography over the glitz and glamor of fashion photography. By the ‘60s he was in high-demand as a fashion photographer and he gave it up because he simply, “Wanted to shoot the South,” he said, referring to his photos shot in Alabama and South Carolina during the Civil Rights Movement.
In the 1964 he was hired by Esquire Magazine to shoot Los Angeles. They assumed he would shoot it as the glamorous image the city portrayed. Instead he shot real people doing real things—like eating and working out. The images wouldn’t be published for many years because, as Bruce said, ”Esquire didn’t get it at the time...but the Beastie Boys did.” They famously used one of his Esquire rejects for the cover of their triple-platinum album Ill Communication. The slideshow presentation ended with a photo of a palm tree-lined beach in Santa Monica, CA. A perfect ending, as Davidson described his current interest as “palm trees. I’m obsessed with palm trees right now.” He plans to return to Los Angeles in January or February 2011 to shoot, where he will have plenty of subjects to fulfill his current tall and skinny muse—the palm tree. At the end of the discussion one audience member asked, “What has been the scariest thing you’ve done in your career? Are you ever really scared?” Davidson’s response, “Every minute.”
It's kind of funny to see Bruce Davidson, photo, and shop in the same sentence. Davidson, a man who created a legacy off of real life photography, doesn't even use a digital camera. His career has been made on exclusively silver film and dedicated to everything real, beautiful, and sometimes disturbing. Last night I had the pleasure of attending the Levi's Photo Workshop discussion with Davidson, who one audience member described best as "disarmingly innocent." Incredible for a man who has photographed and seen so much. He has shot everyone from homeless people to Marilyn Monroe. Davidson spoke to the crowd as a movie screen-sized slideshow of his work, spanning some 50 years, played to a standing room-only crowd. It was incredible to hear the story behind each photograph from Bruce firsthand. Many of the most famous images were taken right here in New York City. His series from Spanish Harlem in the '60s was especially moving. People were so taken aback, the crowd was almost completely silent during the whole presentation. Despite images of dilapidated neighborhoods, homelessness, and unimaginable poverty, Bruce was able to capture a form of beauty.
Davidson described taking great risks to shoot his subjects, including climbing atop bridges, walking through rough neighborhoods, and getting mugged several times while shooting his subway series. The most incredible part is that he chose to do real life/documentary photography over the glitz and glamor of fashion photography. By the ‘60s he was in high-demand as a fashion photographer and he gave it up because he simply, “Wanted to shoot the South,” he said, referring to his photos shot in Alabama and South Carolina during the Civil Rights Movement.
In the 1964 he was hired by Esquire Magazine to shoot Los Angeles. They assumed he would shoot it as the glamorous image the city portrayed. Instead he shot real people doing real things—like eating and working out. The images wouldn’t be published for many years because, as Bruce said, ”Esquire didn’t get it at the time...but the Beastie Boys did.” They famously used one of his Esquire rejects for the cover of their triple-platinum album Ill Communication. The slideshow presentation ended with a photo of a palm tree-lined beach in Santa Monica, CA. A perfect ending, as Davidson described his current interest as “palm trees. I’m obsessed with palm trees right now.” He plans to return to Los Angeles in January or February 2011 to shoot, where he will have plenty of subjects to fulfill his current tall and skinny muse—the palm tree. At the end of the discussion one audience member asked, “What has been the scariest thing you’ve done in your career? Are you ever really scared?” Davidson’s response, “Every minute.”
Friday, December 10, 2010
Levi's- Room for improvement in online ordering.
IN the world of retail sales, everything cannot possibly go right all of the time. However, how you handle errors and omissions determines a lot about your organization. In a recent blog about Levi's online ordering, a customer was deeply dissatisfied.
"Francis tells Consumerist that his online order from Levi's went slightly wrong. They sent him the wrong order. Simple enough: especially when the item was intended as a holiday gift, most retailers would immediately put a replacement order in the mail. Not Levi's. Francis says that they were much more concerned with getting the other customer's order back than with making sure that he received his original order in a timely fashion. "
This represents a major opportunity for improvement!
"Francis tells Consumerist that his online order from Levi's went slightly wrong. They sent him the wrong order. Simple enough: especially when the item was intended as a holiday gift, most retailers would immediately put a replacement order in the mail. Not Levi's. Francis says that they were much more concerned with getting the other customer's order back than with making sure that he received his original order in a timely fashion. "
This represents a major opportunity for improvement!
Thursday, December 9, 2010
25 hr. Hotel inspired by Life in Levi's
Slip into something a little more comfortable -- like your favorite jeans -- at the 25Hours Hotel Frankfort by Levi's.
Since we all pretty much "live" in our favorite jeans, one hotel decided to take the idea literally: With the 25Hours Hotel Frankfort by Levi's, Levi's has created a hotel inspired by the look and feel of the jeans that have been around since the company's founding in 1873 in San Francisco. The hotel, which opened in 2008, is near the new German headquarters for Levi Strauss in Frankfurt, Germany.
The exterior of this unusual hotel inspired by a pair of Levi's jeans.
In designing the 76 rooms, sculptor Michael Dreher and artist Delphine Buhro tried to answer the question: How did blue jeans impact our lives in the last century? Because just like music, fashion, art and film weren't the same in each decade, neither were blue jeans. In the 1930s, people wore trim, preppy jeans, while in the 1970s, "bells" hung around the ankles.
After researching popular culture of the last several decades, Dreher and Buhro assigned each room to fit into a particular decade and decorated it accordingly. It turned into the ultimate challenge for a designer, since the only thing linking the rooms was the color blue. The only commonality in each of these rooms is the color blue. (There's also a pair of Levi's hanging in each room.)
The result is one really cool hotel. You will never look at a pair of Levi's jeans the same again.
A Room Inspired by the 1980s:
If you were cool in the eighties, it's probably because you sported a preppy look (remember how polo shirt collars had to be flipped up?). Your jeans were probably ironed, extremely tight and stiff to the touch. You might have even tucked in a crisp, white shirt and draped a cable sweater over your shoulders. Prep is reinterpreted in this room with a clean-lined bed, furniture painted true blue and a geometric-pattered carpet. The animal print lampshade is a flash of punk in an otherwise preppy space. The "boom box" -- the 80's iPod or Discman -- is featured in the artwork.
A Room Inspired by the 1970s:
An orange starfish design in the rug may be a modern take on orange shag carpeting, but it still screams 1970s. The designers also chose the ornate gold mirror, crocheted pillows and metal bedside lamps are also decorative reminders of the decade. The color, which you can easily imagine on a polyester disco shirt, was no doubt inspired by denim.
If you were putting on a pair of jeans during the time period, you were probably wearing jeans that were loose around the ankles and tight around the wasitline. You probably wore a turtleneck. Or a suede vest. Or a top exposing your midriff. As this room shows, there were no rules i the 70s.
A Room Inspired by the 1960s:
During the 1960s, boundaries were also pushed in terms of social norms and behaviors, and this included the world of design. Check out the white orb-shaped lamp on the desk and the psychedelic carpeting. Funky! The blue walls are a deep denim blue, seen in swimsuit designs and home decor alike from this era. And those chairs? Definitely an example of how radical you could be as a designer during the sixties, which Levi's designers totally picked up on at the time by offering embroidered jeans. (When is that trend going to come back? Huh?)
A Room Inspired by the 1950s:
A jukebox couldn't be more reminiscent of the fifties, a time when sock hops were a regular part of the social calendar. The white chair at the desk looks like molded-plywood, a material that furniture designers like Charles and Ray Eames and Herman Miller began using in the late '40s.
The darker blue chosen for this room's walls is sultry, like a smoky cocktail lounge, but the lighter color screams 50s housewife, since the light blue was a popular choice for everything from dresses to appliances. You might say that jeans were the star of the 1950s. Once people saw James Dean sporting them in "Rebel Without a Cause," they became a symbol of rebellion and everyone had to have them.
A Room Inspired by the 1940s:
The 1940s is often thought of as a classic time in American history -- it was the decade of "Casablanca" and Rita Hayworth, the end of the second World War when baseball was king. And this monochromatic palette of black and white captures the times perfectly.
It was a glamorous time. People wore black and white gowns and tuxedos to balls and parties. Old Hollywood style decor was popular. Photos were taken in black and white, and movies were released in the two colors. Notice: there's no blue in this room -- an ode to the lack of denim during the time period.
Since we all pretty much "live" in our favorite jeans, one hotel decided to take the idea literally: With the 25Hours Hotel Frankfort by Levi's, Levi's has created a hotel inspired by the look and feel of the jeans that have been around since the company's founding in 1873 in San Francisco. The hotel, which opened in 2008, is near the new German headquarters for Levi Strauss in Frankfurt, Germany.
The exterior of this unusual hotel inspired by a pair of Levi's jeans.
In designing the 76 rooms, sculptor Michael Dreher and artist Delphine Buhro tried to answer the question: How did blue jeans impact our lives in the last century? Because just like music, fashion, art and film weren't the same in each decade, neither were blue jeans. In the 1930s, people wore trim, preppy jeans, while in the 1970s, "bells" hung around the ankles.
After researching popular culture of the last several decades, Dreher and Buhro assigned each room to fit into a particular decade and decorated it accordingly. It turned into the ultimate challenge for a designer, since the only thing linking the rooms was the color blue. The only commonality in each of these rooms is the color blue. (There's also a pair of Levi's hanging in each room.)
The result is one really cool hotel. You will never look at a pair of Levi's jeans the same again.
A Room Inspired by the 1980s:
If you were cool in the eighties, it's probably because you sported a preppy look (remember how polo shirt collars had to be flipped up?). Your jeans were probably ironed, extremely tight and stiff to the touch. You might have even tucked in a crisp, white shirt and draped a cable sweater over your shoulders. Prep is reinterpreted in this room with a clean-lined bed, furniture painted true blue and a geometric-pattered carpet. The animal print lampshade is a flash of punk in an otherwise preppy space. The "boom box" -- the 80's iPod or Discman -- is featured in the artwork.
A Room Inspired by the 1970s:
An orange starfish design in the rug may be a modern take on orange shag carpeting, but it still screams 1970s. The designers also chose the ornate gold mirror, crocheted pillows and metal bedside lamps are also decorative reminders of the decade. The color, which you can easily imagine on a polyester disco shirt, was no doubt inspired by denim.
If you were putting on a pair of jeans during the time period, you were probably wearing jeans that were loose around the ankles and tight around the wasitline. You probably wore a turtleneck. Or a suede vest. Or a top exposing your midriff. As this room shows, there were no rules i the 70s.
A Room Inspired by the 1960s:
During the 1960s, boundaries were also pushed in terms of social norms and behaviors, and this included the world of design. Check out the white orb-shaped lamp on the desk and the psychedelic carpeting. Funky! The blue walls are a deep denim blue, seen in swimsuit designs and home decor alike from this era. And those chairs? Definitely an example of how radical you could be as a designer during the sixties, which Levi's designers totally picked up on at the time by offering embroidered jeans. (When is that trend going to come back? Huh?)
A Room Inspired by the 1950s:
A jukebox couldn't be more reminiscent of the fifties, a time when sock hops were a regular part of the social calendar. The white chair at the desk looks like molded-plywood, a material that furniture designers like Charles and Ray Eames and Herman Miller began using in the late '40s.
The darker blue chosen for this room's walls is sultry, like a smoky cocktail lounge, but the lighter color screams 50s housewife, since the light blue was a popular choice for everything from dresses to appliances. You might say that jeans were the star of the 1950s. Once people saw James Dean sporting them in "Rebel Without a Cause," they became a symbol of rebellion and everyone had to have them.
A Room Inspired by the 1940s:
The 1940s is often thought of as a classic time in American history -- it was the decade of "Casablanca" and Rita Hayworth, the end of the second World War when baseball was king. And this monochromatic palette of black and white captures the times perfectly.
It was a glamorous time. People wore black and white gowns and tuxedos to balls and parties. Old Hollywood style decor was popular. Photos were taken in black and white, and movies were released in the two colors. Notice: there's no blue in this room -- an ode to the lack of denim during the time period.
Wednesday, December 8, 2010
Tuesday, December 7, 2010
Monday, December 6, 2010
Levi Strauss Company Walking the Talk
Levi's stands by Lesotho
By: Joe Ayling
6 December 2010
Denim giant Levi Strauss has published an update on its efforts to improve conditions in Lesotho. And it is a case of 'what a difference a year can make' for this developing African country.Levi's stuck by its suppliers in Lesotho despite damaging reports a year ago of chemical dumping and pollution by suppliers used by Levi's and other retailers.
The media reports prompted Levi's to carry out an investigation, where the company found a cracked pipe outside one of its contracted factories in Lesotho was leaking untreated wastewater into a local river.
It also found that solid waste from the suppliers was being sent to a municipal landfill.
However, Levi's said in a corporate blog last week that the municipal landfill is now fenced and public access is restricted. The government of Lesotho has plans to establish a new landfill too, Levi's said.Levi's also said that its suppliers had worked together with the local community to clean up local rivers.The moves prevent children from accessing the landfill waste, and averts other potential public health issues
The US company has also provided community grants to two local businesses - Technologies for Economic Development (TED), which is focused on environmentally friendly wastewater treatment devices for households, and Da Planet Recycling Shop, which turns fabric waste into crafts for sale.Levi's adds: "We can’t solve these problems alone – or overnight. Still, working to address the complex and challenging issues in developing countries like Lesotho is part of our company’s ongoing social responsibility efforts. And it’s so much better than having this situation cause us to take our production elsewhere."
Meanwhile, the International Labor Organization and the International Finance Corporation have set up an initiative to improve labor conditions and worker rights in Lesotho’s garment industry, called Better Work Lesotho.
Lesotho is highly reliant on garment exports, and will be encouraged by this level of commitment from trade bodies and big brands.There is a long way to go still, but as the first African country to join the Better Work programme, Lesotho could pave the way for similar investments on the continent.
By: Joe Ayling
6 December 2010
Denim giant Levi Strauss has published an update on its efforts to improve conditions in Lesotho. And it is a case of 'what a difference a year can make' for this developing African country.Levi's stuck by its suppliers in Lesotho despite damaging reports a year ago of chemical dumping and pollution by suppliers used by Levi's and other retailers.
The media reports prompted Levi's to carry out an investigation, where the company found a cracked pipe outside one of its contracted factories in Lesotho was leaking untreated wastewater into a local river.
It also found that solid waste from the suppliers was being sent to a municipal landfill.
However, Levi's said in a corporate blog last week that the municipal landfill is now fenced and public access is restricted. The government of Lesotho has plans to establish a new landfill too, Levi's said.Levi's also said that its suppliers had worked together with the local community to clean up local rivers.The moves prevent children from accessing the landfill waste, and averts other potential public health issues
The US company has also provided community grants to two local businesses - Technologies for Economic Development (TED), which is focused on environmentally friendly wastewater treatment devices for households, and Da Planet Recycling Shop, which turns fabric waste into crafts for sale.Levi's adds: "We can’t solve these problems alone – or overnight. Still, working to address the complex and challenging issues in developing countries like Lesotho is part of our company’s ongoing social responsibility efforts. And it’s so much better than having this situation cause us to take our production elsewhere."
Meanwhile, the International Labor Organization and the International Finance Corporation have set up an initiative to improve labor conditions and worker rights in Lesotho’s garment industry, called Better Work Lesotho.
Lesotho is highly reliant on garment exports, and will be encouraged by this level of commitment from trade bodies and big brands.There is a long way to go still, but as the first African country to join the Better Work programme, Lesotho could pave the way for similar investments on the continent.
Sunday, December 5, 2010
Skinny is the new black
Is Skinny the New Black? For Jeans, Yes
Sylviana Hamdani - Jakarta Globe
In 1969, a reporter for American Fabrics magazine wrote, “Denim is one of the world’s oldest fabrics, yet it remains eternally young.” The statement has certainly proven true. Over the decades, jeans have undergone numerous transformations without losing their popularity. From conventional straight legged trousers to hippie bell-bottoms, baggy hip-hop jeans and slashed-up rock star denims, jeans have remained a part of most people’s wardrobes.
Keeping with the times, Levi’s showcased their new “After Dark” collection to a number of selected media representatives at the Hu’u Bar in Kerobokan, Bali, on Nov. 30. With the tagline “Skinny is the New Black,” the collection boasts slim-fit jeans with dark blue, gray and black washes targeted at young partygoers between the ages of 18 and 34.
“Our group of designers conducted global research for this collection,” said Indah Sariva, Levi’s Indonesia women’s product manager.
“We’ve observed that there’s a trend among young people from around the world to get more lively after the sun sets. They hang out with friends and go to parties in the evening. And skinny jeans will be their must-have item.”
According to Indah, there are several reasons why some young people prefer to wear skinny jeans.
“Some say that they look smart in skinny jeans,” she said. “Others say they help to elongate their figures and highlight the curves of their legs.”
Jeans have certainly come a long way since Levi Strauss created the first pair of denim overalls in 1873 to answer the needs of gold miners in California looking for strong, sturdy pants suitable for heavy manual labor.
For many years, jeans were considered blue collar workers’ wear in the United States. This all changed with the rise of celebrities such as James Dean, Marlon Brando and Elvis Presley in the 1950s who were often seen sporting denim trousers and jackets.
Denim was reborn as something fashionable and sexy, a symbol of rebellion and adventure. “Jeans have become so chic and versatile,” said Donna Massie Hutagalung, Levi’s Indonesia senior manager. “Everyone, from toddlers to grandpas, wears them.” During the fashion show, young models with perfect figures confidently strutted down the bar’s makeshift runway. Tight jeans snugly embraced their long, lean legs.
Surely, skinny jeans are not made for everyone?
“Well, not really,” said Donna. “But this collection uses our Curve ID technology, so that the fit is not only based on size on the wearer, but also the shape of their body.” To come up with Curve ID, Levi’s analyzed the body shapes of 60,000 women worldwide. Jeans which utilize this technology were introduced to Indonesia in September 2010. They come in three cuts: the slight curve, the demi curve and the bold curve. Donna believes Levi’s Curve ID technology lets women with a wide variety of body shapes and sizes feel comfortable wearing skinny jeans. With the right cut, the jeans will fit snugly on your body, thus make you confident wearing them,” she said.
The women’s jeans showcased that night varied between three-quarter to full length cuts. Most were embellished with white stitches and metal studs along the side of the hips to highlight the curves. The tops varied from tight-fitting T-shirts with bold motifs to tank tops in shades of white, gray and dark brown, rolled up and tied off at the waist to reveal bare midriffs.
Paired with mid-rise skinny jeans, the style appeared daring and faintly reminiscent of 1980s women’s clothing style. The men’s collection boasted stone-washed, slim-fit trousers. The faded jeans were turned up at the cuffs and paired with black boots and flannel shirts. The look was reminiscent of how jeans were worn in the ‘50s, when they came in uniform lengths and the cuffs had to be rolled up to fit.
“For me, a pair of jeans is like a watch, shoes or T-shirt that you wear,” said DJ Winky, who entertained Levi’s guests at Vi Ai Pi in Kuta after the show. “It reveals your character.” He said he usually wears vintage jeans with a classic straight cut because they suit both his style and body type. “Wearing jeans is all about confidence. As long as you feel confident in what you’re wearing, you should go for it.”
Tips For Choosing Skinny Jeans
Even though skinny jeans are all the rage, not everybody feels comfortable wearing the tight, body-hugging, curve-revealing trousers.
For those of you who may not be a size six, yet want to follow the hottest current trend in jeans, here are some helpful hints:
1. Always try jeans on before you buy them. Make sure that they fit snugly around your body when sitting, bending and walking.
2. Choose dark colors, as they enhance the slimming effect.
3. Pair jeans up with loose, flowing tops. Cute baby doll shirts and tunics work best with skinny jeans.
4. Wear high heels with skinny jeans to make yourself look taller.
5. Last but not least, always choose comfort over style. If the pair of jeans you’re trying on does not feel comfortable, choose another. There are lots of styles and cuts available. You’ll find your perfect pair of skinnies in no time.
Sylviana Hamdani - Jakarta Globe
In 1969, a reporter for American Fabrics magazine wrote, “Denim is one of the world’s oldest fabrics, yet it remains eternally young.” The statement has certainly proven true. Over the decades, jeans have undergone numerous transformations without losing their popularity. From conventional straight legged trousers to hippie bell-bottoms, baggy hip-hop jeans and slashed-up rock star denims, jeans have remained a part of most people’s wardrobes.
Keeping with the times, Levi’s showcased their new “After Dark” collection to a number of selected media representatives at the Hu’u Bar in Kerobokan, Bali, on Nov. 30. With the tagline “Skinny is the New Black,” the collection boasts slim-fit jeans with dark blue, gray and black washes targeted at young partygoers between the ages of 18 and 34.
“Our group of designers conducted global research for this collection,” said Indah Sariva, Levi’s Indonesia women’s product manager.
“We’ve observed that there’s a trend among young people from around the world to get more lively after the sun sets. They hang out with friends and go to parties in the evening. And skinny jeans will be their must-have item.”
According to Indah, there are several reasons why some young people prefer to wear skinny jeans.
“Some say that they look smart in skinny jeans,” she said. “Others say they help to elongate their figures and highlight the curves of their legs.”
Jeans have certainly come a long way since Levi Strauss created the first pair of denim overalls in 1873 to answer the needs of gold miners in California looking for strong, sturdy pants suitable for heavy manual labor.
For many years, jeans were considered blue collar workers’ wear in the United States. This all changed with the rise of celebrities such as James Dean, Marlon Brando and Elvis Presley in the 1950s who were often seen sporting denim trousers and jackets.
Denim was reborn as something fashionable and sexy, a symbol of rebellion and adventure. “Jeans have become so chic and versatile,” said Donna Massie Hutagalung, Levi’s Indonesia senior manager. “Everyone, from toddlers to grandpas, wears them.” During the fashion show, young models with perfect figures confidently strutted down the bar’s makeshift runway. Tight jeans snugly embraced their long, lean legs.
Surely, skinny jeans are not made for everyone?
“Well, not really,” said Donna. “But this collection uses our Curve ID technology, so that the fit is not only based on size on the wearer, but also the shape of their body.” To come up with Curve ID, Levi’s analyzed the body shapes of 60,000 women worldwide. Jeans which utilize this technology were introduced to Indonesia in September 2010. They come in three cuts: the slight curve, the demi curve and the bold curve. Donna believes Levi’s Curve ID technology lets women with a wide variety of body shapes and sizes feel comfortable wearing skinny jeans. With the right cut, the jeans will fit snugly on your body, thus make you confident wearing them,” she said.
The women’s jeans showcased that night varied between three-quarter to full length cuts. Most were embellished with white stitches and metal studs along the side of the hips to highlight the curves. The tops varied from tight-fitting T-shirts with bold motifs to tank tops in shades of white, gray and dark brown, rolled up and tied off at the waist to reveal bare midriffs.
Paired with mid-rise skinny jeans, the style appeared daring and faintly reminiscent of 1980s women’s clothing style. The men’s collection boasted stone-washed, slim-fit trousers. The faded jeans were turned up at the cuffs and paired with black boots and flannel shirts. The look was reminiscent of how jeans were worn in the ‘50s, when they came in uniform lengths and the cuffs had to be rolled up to fit.
“For me, a pair of jeans is like a watch, shoes or T-shirt that you wear,” said DJ Winky, who entertained Levi’s guests at Vi Ai Pi in Kuta after the show. “It reveals your character.” He said he usually wears vintage jeans with a classic straight cut because they suit both his style and body type. “Wearing jeans is all about confidence. As long as you feel confident in what you’re wearing, you should go for it.”
Tips For Choosing Skinny Jeans
Even though skinny jeans are all the rage, not everybody feels comfortable wearing the tight, body-hugging, curve-revealing trousers.
For those of you who may not be a size six, yet want to follow the hottest current trend in jeans, here are some helpful hints:
1. Always try jeans on before you buy them. Make sure that they fit snugly around your body when sitting, bending and walking.
2. Choose dark colors, as they enhance the slimming effect.
3. Pair jeans up with loose, flowing tops. Cute baby doll shirts and tunics work best with skinny jeans.
4. Wear high heels with skinny jeans to make yourself look taller.
5. Last but not least, always choose comfort over style. If the pair of jeans you’re trying on does not feel comfortable, choose another. There are lots of styles and cuts available. You’ll find your perfect pair of skinnies in no time.
Saturday, December 4, 2010
Thursday, December 2, 2010
Friday, November 26, 2010
Thursday, November 25, 2010
Wednesday, November 24, 2010
Levi’s Is among Founding Sponsors of Annenberg Innovation Lab Focused on Digital Technologies
Levi’s Is among Founding Sponsors of Annenberg Innovation Lab Focused on Digital Technologies
IBM, Verizon, Levi’s and Mattel teamed up with the USC Annenberg School for Communication & Journalism to support a series of projects and initiatives focused on both real-world applications and a societal impact. Students of the school supervised by teaching staff will work together under the roof of the recently-founded Annenberg Innovation Lab, which projects are sponsored by the brands.
IBM, Verizon, Levi’s and Mattel teamed up with the USC Annenberg School for Communication & Journalism to support a series of projects and initiatives focused on both real-world applications and a societal impact. Students of the school supervised by teaching staff will work together under the roof of the recently-founded Annenberg Innovation Lab, which projects are sponsored by the brands.
Monday, November 22, 2010
Sunday, November 21, 2010
Levi's and girl power
It was an inspiring evening of girl power at Thursday night's preview dinner for Levi's upcoming documentary "Shape What's to Come." The film follows eight of the 50 passionate young women Levi's tapped from around the globe to journal their remarkable lives."The DNA of our brand is enabling millennial women to pursue their passion," Levi's senior director of global marketing Michael Perman said at the event, which was attended by singer Jewel and actress Justine Bateman. "Right now it's all about a new generation of women discovering who they're meant to be and taking nonlinear paths to get there. They are transcending society's definition of success."
Along with the film, the journals these women filled with their altruistic endeavors will be on display at the first TEDWomen, an ideas conference for women in business and philanthropy.Levi's and AOL are among the key sponsors for that event, to be held in Washington, D.C., on December 7 - 8. Excerpts of the journals can also be found on ShapeWhatsToCome.com, an online community that supports other Generation Y women and encourages them to realize their dreams through collaboration and mentoring.
One of the film's subjects, 23-year-old Katie Spotz, was the youngest person to row across the Atlantic Ocean solo and raised $100,000 to promote clean drinking water in developing countries."My family doesn't have any sailing experience and my parents weren't thrilled, but it was something I was called to do," Spotz said at the dinner, where she accepted a $5,000 donation from Levi's. "I saw men do it. It was time for a woman to do it and it could bring attention to promoting clean water."
Lindsay Pollack, an author and consultant on the subject of Generation Y, said: "What's unique about this generation is that they don't feel as though they have any barriers. Katie will sail across the ocean or start a company and they don't feel they have to do things traditionally. The media perception of this generation is that they're entitled or coddled or lazy. They're not. We are just intimidated that they don't have any timelines and they are achieving these extraordinary things."
Chiara Clemente, who directed the documentary, said: "'Shape What's To Come' follows eight women around the world and what they all have in common -- making a difference in it. This new generation of women coming up really gives the world hope that we are in for a great change." Also among the 100 guests at a converted home in West Hollywood was Mary Alderete, the vice president of global marketing for Levi's.
"Our brand of jeans has become really synonymous with men and we are making the commitment to reconnect with women," she said. "ShapeWhatsToCome.com is a two-pronged approach: We want to spotlight that Levi's fits not only the shape of a woman's body but the shape of women's future." Bravo's "Thintervention" star, Jackie Warner, added: "Mentoring has always been a huge part of my life. ShapeWhatsToCome.com is so important to show other women that we will be supportive of each other. The boys club is not the same anymore. In Hollywood, women have been having each others' backs."
In other news, read about Christy Turlington and other remarkable ladies at the Women: Inspiration & Enterprise Symposium.
Along with the film, the journals these women filled with their altruistic endeavors will be on display at the first TEDWomen, an ideas conference for women in business and philanthropy.Levi's and AOL are among the key sponsors for that event, to be held in Washington, D.C., on December 7 - 8. Excerpts of the journals can also be found on ShapeWhatsToCome.com, an online community that supports other Generation Y women and encourages them to realize their dreams through collaboration and mentoring.
One of the film's subjects, 23-year-old Katie Spotz, was the youngest person to row across the Atlantic Ocean solo and raised $100,000 to promote clean drinking water in developing countries."My family doesn't have any sailing experience and my parents weren't thrilled, but it was something I was called to do," Spotz said at the dinner, where she accepted a $5,000 donation from Levi's. "I saw men do it. It was time for a woman to do it and it could bring attention to promoting clean water."
Lindsay Pollack, an author and consultant on the subject of Generation Y, said: "What's unique about this generation is that they don't feel as though they have any barriers. Katie will sail across the ocean or start a company and they don't feel they have to do things traditionally. The media perception of this generation is that they're entitled or coddled or lazy. They're not. We are just intimidated that they don't have any timelines and they are achieving these extraordinary things."
Chiara Clemente, who directed the documentary, said: "'Shape What's To Come' follows eight women around the world and what they all have in common -- making a difference in it. This new generation of women coming up really gives the world hope that we are in for a great change." Also among the 100 guests at a converted home in West Hollywood was Mary Alderete, the vice president of global marketing for Levi's.
"Our brand of jeans has become really synonymous with men and we are making the commitment to reconnect with women," she said. "ShapeWhatsToCome.com is a two-pronged approach: We want to spotlight that Levi's fits not only the shape of a woman's body but the shape of women's future." Bravo's "Thintervention" star, Jackie Warner, added: "Mentoring has always been a huge part of my life. ShapeWhatsToCome.com is so important to show other women that we will be supportive of each other. The boys club is not the same anymore. In Hollywood, women have been having each others' backs."
In other news, read about Christy Turlington and other remarkable ladies at the Women: Inspiration & Enterprise Symposium.
Saturday, November 20, 2010
Thursday, November 18, 2010
Levi's, Wal-Mart, and Gap Top Apparel Supply Chain Compliance Survey
Levi's, Wal-Mart, and Gap Top Apparel Supply Chain Compliance Survey
Report provides scorecard of top apparel manufacturers
SAN FRANCISCO, Nov. 16, 2010 /PRNewswire-USNewswire/ -- Levi Strauss and Co., Wal-Mart Stores, The Gap Inc., Hanesbrands, Nordstrom, and Gildan Activewear scored highest on a unique survey of global supply chain compliance programs of U.S. apparel brands and retailers released today by corporate responsibility group As You Sow."Towards a Safe, Just Workplace: Apparel Supply Chain Compliance Programs" features a scorecard and report that provides for the first publicly available comparable baseline data to evaluate the compliance programs of many of the top apparel companies doing business in the U.S. The project was designed to provide information on the substance and scope of programs developed to improve factory working conditions.
The report ranks the resources allocated and actions companies are employing on key compliance actions such as factory auditing, remediation, continuous improvement, collaboration, company management accountability, and transparency.
"The report demonstrates that several major brands are employing an impressive amount of resources to address social compliance in their supply chains, but that other popular brands are lagging," said Amy Galland, Research Director, As You Sow.
Major recommendations for companies include:
•Put more resources into continuous improvement and capacity building
•Emphasize initiatives that empower workers
•Integrate factory compliance performance into compensation for executives
•Analyze purchasing practices and commit more resources to improve practices (As You Sow released a report on this challenge earlier this year)
•Increase detailed public reporting on specific supply chain audit findings and remediation actions
"Global sourcing has sparked controversies over factory working conditions for more than a decade. We are pleased with the leadership shown by the top scorers in our survey, but more than 15 companies in this sector should be willing to publicly discuss how they are managing these issues," said Conrad MacKerron, Senior Program Director at As You Sow, who conceived the project after involvement in shareholder dialogues with many companies on labor and human rights issues. The report offers valuable data for other companies to compare themselves with, and for stakeholders to use to further verify company claims. As You Sow plans to follow up with companies that did not respond to the survey.
The report is available here: http://bit.ly/SJW
Report provides scorecard of top apparel manufacturers
SAN FRANCISCO, Nov. 16, 2010 /PRNewswire-USNewswire/ -- Levi Strauss and Co., Wal-Mart Stores, The Gap Inc., Hanesbrands, Nordstrom, and Gildan Activewear scored highest on a unique survey of global supply chain compliance programs of U.S. apparel brands and retailers released today by corporate responsibility group As You Sow."Towards a Safe, Just Workplace: Apparel Supply Chain Compliance Programs" features a scorecard and report that provides for the first publicly available comparable baseline data to evaluate the compliance programs of many of the top apparel companies doing business in the U.S. The project was designed to provide information on the substance and scope of programs developed to improve factory working conditions.
The report ranks the resources allocated and actions companies are employing on key compliance actions such as factory auditing, remediation, continuous improvement, collaboration, company management accountability, and transparency.
"The report demonstrates that several major brands are employing an impressive amount of resources to address social compliance in their supply chains, but that other popular brands are lagging," said Amy Galland, Research Director, As You Sow.
Major recommendations for companies include:
•Put more resources into continuous improvement and capacity building
•Emphasize initiatives that empower workers
•Integrate factory compliance performance into compensation for executives
•Analyze purchasing practices and commit more resources to improve practices (As You Sow released a report on this challenge earlier this year)
•Increase detailed public reporting on specific supply chain audit findings and remediation actions
"Global sourcing has sparked controversies over factory working conditions for more than a decade. We are pleased with the leadership shown by the top scorers in our survey, but more than 15 companies in this sector should be willing to publicly discuss how they are managing these issues," said Conrad MacKerron, Senior Program Director at As You Sow, who conceived the project after involvement in shareholder dialogues with many companies on labor and human rights issues. The report offers valuable data for other companies to compare themselves with, and for stakeholders to use to further verify company claims. As You Sow plans to follow up with companies that did not respond to the survey.
The report is available here: http://bit.ly/SJW
Wednesday, November 17, 2010
Tuesday, November 16, 2010
Levi's, Wal-Mart, and Gap Top Apparel Supply Chain Compliance Survey
Report provides scorecard of top apparel manufacturers
SAN FRANCISCO, Nov. 16, 2010 /PRNewswire-USNewswire/ -- Levi Strauss and Co., Wal-Mart Stores, The Gap Inc., Hanesbrands, Nordstrom, and Gildan Activewear scored highest on a unique survey of global supply chain compliance programs of U.S. apparel brands and retailers released today by corporate responsibility group As You Sow.
"Towards a Safe, Just Workplace: Apparel Supply Chain Compliance Programs" features a scorecard and report that provides for the first publicly available comparable baseline data to evaluate the compliance programs of many of the top apparel companies doing business in the U.S. The project was designed to provide information on the substance and scope of programs developed to improve factory working conditions.
The report ranks the resources allocated and actions companies are employing on key compliance actions such as factory auditing, remediation, continuous improvement, collaboration, company management accountability, and transparency.
"The report demonstrates that several major brands are employing an impressive amount of resources to address social compliance in their supply chains, but that other popular brands are lagging," said Amy Galland, Research Director, As You Sow.
Major recommendations for companies include:
•Put more resources into continuous improvement and capacity building
•Emphasize initiatives that empower workers
•Integrate factory compliance performance into compensation for executives
•Analyze purchasing practices and commit more resources to improve practices (As You Sow released a report on this challenge earlier this year)
•Increase detailed public reporting on specific supply chain audit findings and remediation actions
"Global sourcing has sparked controversies over factory working conditions for more than a decade. We are pleased with the leadership shown by the top scorers in our survey, but more than 15 companies in this sector should be willing to publicly discuss how they are managing these issues," said Conrad MacKerron, Senior Program Director at As You Sow, who conceived the project after involvement in shareholder dialogues with many companies on labor and human rights issues. The report offers valuable data for other companies to compare themselves with, and for stakeholders to use to further verify company claims. As You Sow plans to follow up with companies that did not respond to the survey.
The report is available here: http://bit.ly/SJWReport
SOURCE As You Sow
SAN FRANCISCO, Nov. 16, 2010 /PRNewswire-USNewswire/ -- Levi Strauss and Co., Wal-Mart Stores, The Gap Inc., Hanesbrands, Nordstrom, and Gildan Activewear scored highest on a unique survey of global supply chain compliance programs of U.S. apparel brands and retailers released today by corporate responsibility group As You Sow.
"Towards a Safe, Just Workplace: Apparel Supply Chain Compliance Programs" features a scorecard and report that provides for the first publicly available comparable baseline data to evaluate the compliance programs of many of the top apparel companies doing business in the U.S. The project was designed to provide information on the substance and scope of programs developed to improve factory working conditions.
The report ranks the resources allocated and actions companies are employing on key compliance actions such as factory auditing, remediation, continuous improvement, collaboration, company management accountability, and transparency.
"The report demonstrates that several major brands are employing an impressive amount of resources to address social compliance in their supply chains, but that other popular brands are lagging," said Amy Galland, Research Director, As You Sow.
Major recommendations for companies include:
•Put more resources into continuous improvement and capacity building
•Emphasize initiatives that empower workers
•Integrate factory compliance performance into compensation for executives
•Analyze purchasing practices and commit more resources to improve practices (As You Sow released a report on this challenge earlier this year)
•Increase detailed public reporting on specific supply chain audit findings and remediation actions
"Global sourcing has sparked controversies over factory working conditions for more than a decade. We are pleased with the leadership shown by the top scorers in our survey, but more than 15 companies in this sector should be willing to publicly discuss how they are managing these issues," said Conrad MacKerron, Senior Program Director at As You Sow, who conceived the project after involvement in shareholder dialogues with many companies on labor and human rights issues. The report offers valuable data for other companies to compare themselves with, and for stakeholders to use to further verify company claims. As You Sow plans to follow up with companies that did not respond to the survey.
The report is available here: http://bit.ly/SJWReport
SOURCE As You Sow
Monday, November 15, 2010
New Levi’s Community Finds Mentors for Millennials
Joan Voight
November 12, 2010
Share Levi Strauss is convinced that today’s young women are hungry for mentors – as well as good-fitting jeans. As part of the company’s overarching empowerment theme, the Levi’s for Women brand has stepped into the role of mentor matchmaker, connecting females in their 20’s to accomplished women who share their passions. The framework, not surprisingly, is social media.
On October 18, the company introduced the beta version of its female-skewed community site, “Shape What’s to Come” (SWTC) anchored with about a dozen “ambassadors” including designers, entrepreneurs and activists. To select the ambassadors, the company “ tapped into its networks to identify inspirational millennial women from around the world,” says Mary Alderete, VP of global women’s marketing.
The site’s name is a nod to Levi’s new women’s jeans line CurveID, which is based on body shape rather than size measurements.
The community’s global launch was primarily online. It relied heavily on outreach efforts by the ambassadors, as well as content on Levi’s Facebook page, a Twitter account (@TheLevisGirl), Tumblr, Ustream, YouTube and LinkedIn. Facebook promos included a live concert and free music download by Zooey Deschanel and Matt Ward of She & Him. (Levi’s Facebook page has more than 2 million "likes.")
In the U.K., lifestyle bloggers and regional fashionistas were introduced to the site via a concert and on-stage panel discussion by SWTC ambassadors.
The site’s focus on “a new form of mentorship” grew out of a global study of millennial women that Levi’s conducted this year, says Alderete. The study showed millennials view mentorship differently; rather than a one-to-one relationship with an older person, they prefer to learn from experienced people of all ages and in different parts of the world. As a result, “we created a place where young women can collaborate with peers and mentors to [find] new experiences, careers or causes,” she says.
To be an effective matchmaker, the company seems to be looking for committed participants rather than large numbers. Users are asked about their interests, experience, goals and contact information. They are also asked to upload a picture of themselves and their workspace.The challenge for Levi’s is to keep the member profiles from being too vague and generic. Members need to be encouraged to give specific information about their experience and skills. That way, the matches made by the site can be well-targeted, and up-and-comers will know if a prospective mentor is knowledgable and well-connected enough to be helpful. Currently, the experience data is less prominent in the member profiles as other, less specific personal information.
The site then gives members contact info for other members with shared interests for one-to-one communication. It also features public discussions, hosted by ambassadors that members can join.
For inspiration, the site offers video and text interviews with young achievers in the entertainment, art, and non-profit worlds. Branding is fairly low-key: only the home page sports a Levi’s ad, and small logos are sprinkled throughout.Two weeks after launch, the SWTC community had signed up only 1,000 members, per a tweet by @TheLevisGirl. “Our registration process is designed to maintain the quality and integrity of the community,” says Alderete. But she’s quick to add, “That said, we are constantly looking to improve the user experience and will refine the system as we develop the community.”
Social media is an ideal way to connect with Gen Y women, says Drew Neisser, CEO of marketing agency Renegade. With Levi’s mentor-centric community, “the risk is modest as long as Levi’s remains honest and engaged without trying to ‘manage’ the conversation,” Neisser says. For example, when the brand interviewed singer Janelle Monae live on Facebook, it asked the SWTC community for interview questions, empowering the target to drive the experience. “It's all in keeping with the company’s 'Go Forth' messaging,” he says.
With its growing treasure trove of member data, Levi’s may introduce other sponsors to the community, Indeed, one of the questions recently presented to the community was: “How do you feel about sponsored posts?” Asked about non-Levi’s sponsors, Alderete says, “we are currently exploring partnerships with like-minded brands and organizations.”
November 12, 2010
Share Levi Strauss is convinced that today’s young women are hungry for mentors – as well as good-fitting jeans. As part of the company’s overarching empowerment theme, the Levi’s for Women brand has stepped into the role of mentor matchmaker, connecting females in their 20’s to accomplished women who share their passions. The framework, not surprisingly, is social media.
On October 18, the company introduced the beta version of its female-skewed community site, “Shape What’s to Come” (SWTC) anchored with about a dozen “ambassadors” including designers, entrepreneurs and activists. To select the ambassadors, the company “ tapped into its networks to identify inspirational millennial women from around the world,” says Mary Alderete, VP of global women’s marketing.
The site’s name is a nod to Levi’s new women’s jeans line CurveID, which is based on body shape rather than size measurements.
The community’s global launch was primarily online. It relied heavily on outreach efforts by the ambassadors, as well as content on Levi’s Facebook page, a Twitter account (@TheLevisGirl), Tumblr, Ustream, YouTube and LinkedIn. Facebook promos included a live concert and free music download by Zooey Deschanel and Matt Ward of She & Him. (Levi’s Facebook page has more than 2 million "likes.")
In the U.K., lifestyle bloggers and regional fashionistas were introduced to the site via a concert and on-stage panel discussion by SWTC ambassadors.
The site’s focus on “a new form of mentorship” grew out of a global study of millennial women that Levi’s conducted this year, says Alderete. The study showed millennials view mentorship differently; rather than a one-to-one relationship with an older person, they prefer to learn from experienced people of all ages and in different parts of the world. As a result, “we created a place where young women can collaborate with peers and mentors to [find] new experiences, careers or causes,” she says.
To be an effective matchmaker, the company seems to be looking for committed participants rather than large numbers. Users are asked about their interests, experience, goals and contact information. They are also asked to upload a picture of themselves and their workspace.The challenge for Levi’s is to keep the member profiles from being too vague and generic. Members need to be encouraged to give specific information about their experience and skills. That way, the matches made by the site can be well-targeted, and up-and-comers will know if a prospective mentor is knowledgable and well-connected enough to be helpful. Currently, the experience data is less prominent in the member profiles as other, less specific personal information.
The site then gives members contact info for other members with shared interests for one-to-one communication. It also features public discussions, hosted by ambassadors that members can join.
For inspiration, the site offers video and text interviews with young achievers in the entertainment, art, and non-profit worlds. Branding is fairly low-key: only the home page sports a Levi’s ad, and small logos are sprinkled throughout.Two weeks after launch, the SWTC community had signed up only 1,000 members, per a tweet by @TheLevisGirl. “Our registration process is designed to maintain the quality and integrity of the community,” says Alderete. But she’s quick to add, “That said, we are constantly looking to improve the user experience and will refine the system as we develop the community.”
Social media is an ideal way to connect with Gen Y women, says Drew Neisser, CEO of marketing agency Renegade. With Levi’s mentor-centric community, “the risk is modest as long as Levi’s remains honest and engaged without trying to ‘manage’ the conversation,” Neisser says. For example, when the brand interviewed singer Janelle Monae live on Facebook, it asked the SWTC community for interview questions, empowering the target to drive the experience. “It's all in keeping with the company’s 'Go Forth' messaging,” he says.
With its growing treasure trove of member data, Levi’s may introduce other sponsors to the community, Indeed, one of the questions recently presented to the community was: “How do you feel about sponsored posts?” Asked about non-Levi’s sponsors, Alderete says, “we are currently exploring partnerships with like-minded brands and organizations.”
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