TALK DENIM TO ME.
TABLE OF CONTENTS
0
INTRODUCTION TO INDUSTRY PROVIDING PROBLEM SHIFT IN RETAIL DENIM OVERSATURATION
1
THE WORKAHOLIC
// Made & Crafted // Signature
CULTURE LIFESTYLE COLOR STORY CONSUMER MANIFESTATIONS PRODUCT OPPORTUNITY
2
THE REBEL
// Line 8 // Levi’s Altered
CULTURE LIFESTYLE COLOR STORY CONSUMER MANIFESTATIONS PRODUCT OPPORTUNITY
3
THE DAYDREAMER
// Levi’s Vintage Clothing // Orange Tab
CULTURE LIFESTYLE COLOR STORY CONSUMER MANIFESTATIONS PRODUCT OPPORTUNITY
END OF OWNERSHIP A shift in the retail industry is occurring as many consumers are choosing to rent products rather than owning them outright. For example, consumers are no longer buying CD’s but using sites such as Spotify to get their music, rather than buying videos from stores, people simply watch them on Netflix, or rent them on Amazon. Today’s consumers have a very strong hunger for newness, but an overall mindfulness about the state of the world has also created an embrace of sustainability. Younger generations are more interested in sustainable clothing than older consumers. This along with the rising prices among luxury and fast fashion brands alike has been a catalyst in the sale of vintage and rental products. One company which is taking advantage of this new desire is Express. Express launched the “Express Style Trial” which allows consumers to rent up to three items at any given time for a monthly fee. Other brands such as rent the runway have also grown in popularity, along with that of shopping in thrift stores or goodwill stores. Collaborations which involve reselling luxury brand products have also been seen, such as the Stella McCartney collaboration with TheRealReal. Consumers are looking for more of these sustainable collaborations and rental programs among brands, and the market for these products is worth exploring.
NEW DENIM There is a problem with oversaturation in the denim market. In 2014 denim sales dropped 5% from the previous year and continued to do so until just recently. This was in part due to most American women already owning 7 pairs of jeans on average. The rise in activewear popularity also poses a threat. However, the market for denim is currently on a rise, but in order to continue this denim manufacturers and retailers must start making changes to their products. Some of the emerging labels are driving the new momentum in denim by offering unique styles, at high prices. Brands Like Vetements, which specialize in reconstructed jeans, Marque’s Almeida which focuses on soft twill denim with raw edges, Tortoise which specialized in distressed styles, and Bliss and Mischief which creates novel embroideries on their denim products are a few of the brands that are part of this movement. In addition to these new styles and cuts of denim which are sparking consumers interest, there as been a change in the prices overall. Today, the average price of jeans is $78.02, and many consumers are willing to pay even more than this for a single pair, with sell outs in the $200-$250 range growing 117%. Higher prices give consumers a sense of luxuriousness and exclusivity which are coveted characteristics today. However, exclusivity can be achieved in more ways than one with customization services becoming a huge draw for consumers. The heritage denim label has begun to incorporate in store tailor shops, which offer a variety of customization services for the consumer. Levi’s currently offers similar shops in almost 100% of their UK stores, however the American Market for customization within the denim industry has not yet seen this. Overall the niche in denim has yet o be fully explored, and consumers are looking at brands to push it to new directions, by offering new styles not only in jeans, but in a greater assortment of apparel items as well.
THE WORKAHOLIC
1
IT’S THE SIGN OF THE
Culture In Context The workaholic’s lifestyle is built around the idea that being busy is a priority, even if the cost is their personal lives and relationships. Empowerment is key, and the continual rise and sohpistication of the feminist movement over the past few decades has shaped a new type of woman, and a new type of man that recognizes and supports her. Women are becoming CEOs, they are taking important roles in political offices, and they live for themselves and what makes them happy. These are the women that help other women and they also have a pretty distinct personality type and style. Bank accounts housing six figures and living in big cities allows these women to dress to the nines if they please--and trust me, they do please. What exactly are they wearing, though? Who are they wearing? Think assymmetry at its finest. Tailored pantsuits, but make it Gucci chic. They love a good silk blouse and absolutely melt over the smell of a new, leather handbag. But what about their business casual? Work hard, play hard, right? They can rock the fanny pack (sorry, we mean waist bag) as well as anyone else. She’s got the iconic chunky shoes and she used to rock the mom jean, but by the time Spring/Summer 2020 rolls around, she is going to be tired of them. She will need something to switch it up. She may be an advocate for women in the workplace, and she may love her Chanel handbag, but she’s not your typical femme. With not only feminism, but also gender fluidity gaining more and more speed in the public eye, this consumer’s already androgynous style has now melded with the trends. Shapeless but sexy is what she’s on the hunt for. Who ever said sex appeal itself couldn’t be fluidity in itself? There are certain garments that no one can argue look stunning on any body type or gender, and that’s what she’s hoping to have stocked in her closet next season.
ANDROGYNOUS STYLE
FEMINISM
BUSINESS TO STREET CORPORATE CROWN
BUSY BEE
PROVE THEM WRONG
THE WOR BODY/BEAUTY This topic is already a very relevant one and it will continue to gain more and more speed. As gender roles have shifted over time, so have beauty standards. The difference between their patterns is that in the way of feminism, it has only been improving of the course of the past hundred years, whereas beauty has been on a wild ride in the same time frame. After survivig through the 90s and early 2000s, society finally decided they were tired of seeing women starve themselves in the name of beauty. The past ten years, the body positivity movement has crept out of the shadows, and rightly so.
FOOD Clean eats is not only the trend, but a healthy lifestyle to adopt. There’s no strict diet here, but when they can, our workaholics will opt for a salad or a fresh açaí bowl. They wish they could say they start their day with a superfruit smoothie every morning, but the reality is that they rely heavily on their coffees for that extra pick me up they need to have the most productive day possible. But in the name of productivity, they know that they must fill their body with the most nutrient rich foods when available to fuel their bodies for their long work days. Not as concerned with the “instagram eats first” trend of ordering foods just for the aesthetic and sharing it with everyone online, and more ordering what they want when they want it. Just because they choose a healthy lifestyle doesn’t mean they can’t enjoy a good, greasy meal. Fast food is not and will never be off the table. If it was, our workaholics would find it difficult to find a time to take a break in their schedule to make, sit down, and eat an entire healthy meal.
It wouldn’t have gained as much traction as it has without the activism and endorsements of celebrities, influencers, and same creative professionals. Not to mention brands that are adopting this and truly implementing it throughout their advertising. Aerie being the first one that comes to mind. Their whole campaign and overall brand identity relies on the fact that the models we see are real women with real bodies. No photoshop or distortion, no starving themselves, just healthy women enjoying life. This was a great step in the process of spreading this body positive love, but now it’s become more than one brand being an exception. Consumers are starting to expect this of the brands they shop with. Brands that thrived during the time of the skinny girl aesthetic such as Hollister and Abercrombie & Fitch are having to completely rebrand in an attempt to stay afloat in a retail world they no longer fit into. Our driven, progressive consumers are among the people whose interest and investment to inclusivity will only continue to rise. If brands fail to step up to the plate, it will get to the point where it affects their sales and consumer following. The same thing is true for diversity in advertising and media. As a part of Aerie’s “Aerie Real” campaign, they also make sure to have a diverse representation in the photos they release. It is important for every consumer to be able to visualize themselves in the products. This includes body type and diversity, otherwise there is a lack of emotional connection and there will be a greatly missed opportunity to reach people for the sake of brand image and profitability.
DESIGN Jewelry design has become all about minimalism, quality, and credibility. A new movement of “no markup, no BS” is on the rise. People are tired of paying way too much for jewelry that is going to fall off of them in a matter of months from wear and tear. Instead, smaller jewelers are encouraging consumers to stop buying from brands that don’t specialize in jewelry and turn to them. They offer styles that are delicate and beautiful. They stick to a small chain and a small pendant or band to match. Everything is about feeling as though the piece enhances your appearance and isn’t a hindrence to your everyday life. A brand known as Mejuri is gaining speed and recognition in the jewelry industry because they not only appeal to this minimal consumer, but they are spreading the word about their products by getting influencers involved in marketing for them. This is a new, innovative, and relevant way of reaching consumers they may not have otherwise been able to reach. They can send these products to women with a following, but not enough that they have to pay them to vouche for them beyond just giving them the free products. Then their followers are hearing from people they trust that these are good products. This is already an effective way of marketing, but will only become more and more relevant in the coming years.
KAHOLIC LEISURE
DIGITAL LIFE In the digital age, it seems like social media and new tech are all the rage. Workaholics are glued to their computers, but not necessarily to their phones. Being in the millennial generation definitely lends them to being more tech savvy than most, but they don’t have such an addiction to social media. The latest technology however, is something that is very fascinating to this group of consumers. They see it as an opportunity not only in the workplace, but to benefit mankind. AI, in particular, is on the rise and they are even beginning to be granted citizenship. As lines being human and computer are beginning to be blurred, there is a necessity to connect with technology. Pushing against it will only prove difficult, but embracing it and learning to use it for what it was intended for, to make our lives as humans easier and fuller, will help all aspects of life flourish all around the world. Our consumer sees the potential in such a powerful force and they expect those around them to take advantage, but not abuse the responsibility that comes with it.
ENTERTAINMENT There is a hyper saturation of things to entertain people these days, especially in America. With consumption of all goods at an all time high, only continue to increase, it affects the average attention span. American society is running on the mindset of see it, buy it. This idea that they can have whatever they want, whenever they want it allows for the demands to spread beyond just products in retail. Down to the shows on television, there are too many to even air at the same time. But don’t worry, with the existence of Hulu and Netflix, consumers can now not only get all the shows they want, no matter the air time, but they are encouraged to binge watch the entire series in one sitting. They no longer even have to wait a week for the next episode.
The latest in leisure for our driven consumer type is streetwear as their opportunity to express themselves. So much time is spent in the office that they are constantly in their business professional uniforms. You can only add so much personality to a blazer, button-up, and black cigarette pants. Men and women alike are needing more leeway than the color of their heels or ties. This has lead to the wolves of wallstreet dipping their toes into street style. Everyone knows they have the money to afford the latest in luxury brands and they have nothing to lose in wearing what they please on the weekends which makes them more likely to go with more bold choices, landing them in the trendsetters category. They sport the Gucci chic aesthetic with the boxy comfort clothing, chunky sneakers, and belt bags. Sometimes, if they’re feeling a little risky, they might pull some inspiration from the Asian trends and incorporate the sheer or irridecent elements into their weekend looks. It’s not like the working professional can’t enjoy a night out on the town.
HOTSPOTS Hotspots largely revolve around coffee culture. Since it is at an all time high, new kinds of cafes and coffee shops have emmerged out of the woodwork. Some are implementing events that appeal to their consumer base such as vinyl nights, slam poetry nights, or just general live music instead of hearing the typical coffee shop lounge music over the speakers. Other places have opted for revamping their interiors. They know that to support and encourage their customers want to stay in one spot and work (and therefore keep ordering drinks) all day, they have to have the right furnature. Stores have started to ditch the previously common table and wooden chairs and have now placed loveseats and vintage cushioned chairs in their place.
INFLUENCES People That Inspire Them Our consumer isn’t too concerned with pop culture. She doesn’t follow the latest gossip or care what anyone is wearing at the Met Gala. Rather, she is interested in interesting people. She follows the lives of people she sees making a difference in the minds and hearts of people all around the globe. Some of the people she looks up to are that of Laverne Cox, Emma Watson, Petra Collins, and Zoe Sugg. These women represent different aspects of what it means to be a successful woman in their field, but more than that, they all play a role in shifting gender roles and encouraging equality from the workplace to the home.
EMMA WATSON
British Actress & Activist Our career driven consumer grew up reading the Harry Potter series and saw every movie in theaters. They grew up alongside her, being only a few years old, and watched her mature as our consumer matured as well. Now, she is admired as more than just a fan favorite fictional character. She is also a UN Women Goodwill Ambassador as of July 2014 and is a key representative for the “HeForShe” women’s rights campaign. Its goal is to encouraging men as well as women to take a stand for gender equality.
ZOE SUGG
British Youtuber Beauty blogger turned lifestyle blogger, Zoe Sugg has had a Youtube account since the very earliest years of Youtube under the name of “Zoella.” But as she grew up, her loyal followers and her brand grew up with her. She has now created her own line of beauty products, has written multiple successful books, and has rebranded herself with her given name, bringing a level of realness to the influencer. She uses her platform to speak out about mental illnesses and being an ambassador for MIND, an organization to raise awareness.
PETRA COLLINS
American Photographer Petra Collins is leaving her mark of feminine flare on an otherwise male dominated industry. She has landed jobs with Gucci, Adidas, and Nordstrom, incorporating her dream-like aesthetic into countless ad campaigns. She has become an inspiration for young creatives and working women alike. She will only gain more speed as her career progresses, and since she is paving the way for female photographers, there will be a myriad of new talented artists coming out of the shadows. All in the name of art and photography.
LAVERNE COX
Transgender Model & Activist Everyone and their mother has heard of Laverne Cox. She has truly paved the way for representation of transgenders in the media. She stands up for all human rights and has made many appearances on talk shows and given speeches to crowds of people. But most notable, she has made countless red carpet appearances. That may not seem like an accomplishment, but she is one of the first transgenders to have such success in the limelight in America. Our consumer would look up to her as an inspiration to always fight for what is right.
Wake Up & Start Getiting Ready 6:00am Work starts at 9am, and she needs to show up 15 minutes early or she considers herself late.
Off to Work 8:00am She hops into her navy blue Mercedes to begin her 40 minute commute to the office.
Lunch Break 1:00pm
Breakfast 7:30am First a walk to the kitchen to brew some coffee, then to the closet to pick out her outfit for the day. Eventually she will make her way back to the kitchen to make some toast.
There’s a Nando’s next to her office downtown, but if she’s having a healthy day, she’ll just buy a salad from the cafe in the lobby.
Final Email Check 10:45pm She has time limits set on her devices to schedule uninterrupted down time from 11pm-7am. This ensures she gets a good night’s sleep.
Relax at Coffee Shop 7:00pm After taking a bit of a later shift, she brings her work to a cafe and just slows down the pace a bit.
Meet Friends for Late Dinner 8:30pm Her friends are all busy, successful people, no one’s got time for an early meal.
Coffee Break 7:30pm Is this her third coffee of the day? Who’s counting...
Head Home 9:30pm She drives home, snuggles up in bed and gets out her computer to read the news.
COLOR STORY & CONSUMER MANIFESTATION
INCLUSIVITY This color palette is based on the life of the workaholic. Neutral fleshy tones dominate the wardrobe and overall aesthetic of their life for Spring/Summer 2020. It represents the soft heart they have towards humankind and the love they try their best to spread in and out of the workplace. But in the manifestations of this consumer, we will see brighter, bolder hues make appearences to represent the pieces of personality that take charge in those specific types of this consumer. Regardless, workaholics choose lighter washes of denim to pair nicely with prints and other textures to keep that spring season feel.
CORE
what colors will be in their closet?
WASHES
CANVAS
STONE WASH
TECHNIQUES
QUILTING
SELVEDGE
LIGHT WASH
PAINTED
Levi’s Made & Crafted line offers a unique take on denim clothing. Pieces have been ripped, torn, painted, and reworked into ways that haven’t been seen before. This line prides itself in using the finest, premium materials and takes time to intricately design each piece in the collection. Our workaholic consumers aren’t afraid of a high price point if they are getting their money’s worth out of the product. They are the ideal consumer to care about the values of this line, truly wanting each piece to last them a lifetime and to speak for itself on the streets. Made & Crafted can offer our workaholic an updated Americana look, putting new and fun twists on the western style that is becoming so prevalent in street style once again. The traditional trucker jacket, but then paired with jeans that have the painted illusion of chaps, there is no shortage of creativity to be seen from Levi’s Made & Crafted line.
MADE & CRAFTED
FASHION FORWARD Hip and happening, she knows what trends are in and she’s confident in her style. She’s easy to spot on the streets in the city strutting her latest outfit. It’s always something new with her, never to be seen in the same outfit twice.
ECLECTIC EXECUTIVE In the workplace she may have given you the cold shoulder once or twice, but it’s nothing personal, she’s just getting her work done. See her on the weekends and she’s all kinds of light and fun. She may even take you up on that offer for a drink.
THE SOCIALITE The friendliest guy in the workplace, what you see is what you get with our socialite consumer. He is active in politics, standing up for what he knows is right, but he’s always up for an open conversation over lunch to hear your thoughts.
Levi’s Made & Crafted collection has a unique look that can attract almost any modern consumer. However, it is missing that day to night feel that some of the competitor brands have got down. Brands such as Calvin Klein Jeans and Georgio Armani carry pieces that can easily transition from workwear, to casual, to nighttime looks. and they are styled in all the hottest colors and prints.
The Signature line by Levi Strauss & Co. is all about fitting the clothing to your lifestyle. They have a classic and iconic look and feel, and are made to last. This collection is about reliability and with the busy schedule of our workaholic consumer base, they need a brand they know they can count on and products to match. With stretch fabrics and only the most comfortable fits in mind, the pieces in the Signature collection are perfect to pair with a bold statement peice or just a white tee shirt to go for a more casual, minimal look. It is versatile and a good go-to.
SIGNATURE
THE PERFECTIONIST This is the coworker that is always working overtime and doesn’t even need to paid to do it. They need to make sure they have everything in order at the office before they can worry about their personal lives, so they tend to keep their style fairly simple.
@lolanicoleblogs
BOSS BITCH Don’t mess with this chick. She may not have the traditional office job, but she truly runs the neighborhood. She makes bold choices in terms of her fashion sense and can’t be bothered by any potenial comments from haters.
@marienaija
DRIVEN DIVA She’s outspoken in her political views and her style. She often takes a stand for body positivity and gender equality, leaving little time for an office job she considers trivial. She loves to add personal touches to her favorite basics.
@rakishlass
Levi’s Signature collection features classic pieces that create the perfect base for any wardrobe. The collection is especially nice since many of the pieces can be mixed and matched with other garments to create any desired look. The problem is that consumers often go looking to other brands to find these pieces. Brands such as Vetements and Tortoise are attracting attention with simple styles with detailing such as raw edges or asymettrical cuts that make them stand out.
THE GENTLE REBEL
2
IT’S THE SIGN OF THE
Culture In Context Younger consumers are becoming increasingly concerned with social and environmental concerns. They are even going as far as to refrain from shopping with brands that do not completely back their beliefs. Nine out of ten Genzers believe that companies have a responsibility to address environmental and social issues. This is a shift in the past generation of millennials whose focus was a bit greener. Social campaigns such as the #metoo movement, #blacklivesmatter, and #timesup have all entered the mainstream lexicon in the past year and are making waves. Today, consumers consider themselves social activists, driven by passion, and are willing to boycott those brands who do not share their opinions on controversial social movements. Levi’s front facing campaign against Gun Violence is a sign of the brand’s consciousness toward social movements. But it is important that the brand continues to share its values concerning cultural issues in the future, in order to maintain a positive relationship with its consumer. As far as the everyday interests of this type of customer, in their free time they enjoy spending time with friends at the most popular new hangout place. One of the biggest innovations in retail which caters to this desire is the development of apartment stores. These are stores are styled as if to feel like the interior of a chic apartment. In a unique experience, everything from the couch in the living room, to the artwork on the walls, and the clothes in the closet are for sale. There is a boost in customers who do not wish to feel rushed in their shopping experience as well as shoppers who are looking to buy into a lifestyle, not just clothing trends. These types of stores can often be found as permanent brick and mortar locations or created as pop ups for a specific location. Either way consumers are enticed by a chance to lounge in a calm and serene setting, and perhaps will decide to pick up a few things after spending their day lounging in the apartment of their dreams.
SUSTAINABILITY
COMFORT INNOVATIVE PERFORMANCE
ACTIVIST
POLITICALLY CHARGED
THE GENT DESIGN The loft style is a major trend in todays age of small spaces and high prices. Originating in the us the loft style of apartment quickly took root around the world. The loft style depicts and urban take on interior design. Characterized by large open spaces, and industrial elements in décor. (High ceilings, brick walls, concrete features, exposed pipes, beams etc.) Loft homes are often chosen by creative freedom loving people who can appreciate practicality and minimalism in the home. Despite the common idea that this style of home should not incur a high budget, it is one of the most expensive styles of design. Those who occupy these apartments may look like they have no cares in the world, but behind this breezy exterior is someone who works hard and gets paid well for it.
FOOD For years, restaurants around the world have been dismissing ingredients considered “too ugly” to put on the plate. The growing influence of social media and specific applications, such as Instagram, have created a need not only for food to taste good, but to look good too. But consumers are catching on to the waste created by this pretty food aesthetic. A sustainable mindset has taken over the youth of America and people are realizing that pretty food isn’t any healthier for you than the ugly stuff and are therefore getting on board with the crooked carrots in order to help reduce waste created by the food industry.
BODY/BEAUTY In today’s day and age body positivity is all the hype. And consumers are catching on to the trend. Ashley Graham has emerged as the face of the body positivity movement, through various social media platforms she has raised awareness about plus sized people, and the impact that the beauty industry has on consumer’s mindset. People are no longer conforming to the idea that pretty can only be one thing, and embracing a more natural idea of beauty, focusing on self-love and healthiness. Big brands like Victoria’s secret are falling out of the limelight as consumers are no longer looking for perfect skin and stick thin figures, but a sense of happiness and ease with oneself. Overall the beauty industry is changing from looking at ways to cover imperfections and focusing on healthy alternatives to pamper the body.
The roots of the loft originated in Manhattan, factory districts in the 1940’s. the rapid increase of land prices in downtown areas forced factories to move to the suburbs, and empty factories were sold for pennies, and the representatives of New York Bohemia took advantage. The large industrial spaces were taken over by young artists and musicians who created artwork, held exhibitions, and allowed their creativity to settle into the space. Today the spaces have grown in price, but the creative spirit that they held years ago still lingers and is often reflected in the stylish interiors created by those who currently occupy the spaces.
TLE REBEL LEISURE
DIGITAL LIFE The time lag between discovery and purchase is a pain point for consumers who continue to expect better experiences. Companies are continuing to focus on launching new technologies which will reduce the friction between inspiration and purchase. The mobile experience is creating a need for instant gratification by the consumer, and companies must work to develop faster forms of textile production and work harder to bring styles form the runway to the stores. Additionally, the use of mobile devices has created consumers who are often inspired by outside sources of information, stemming from social media and TV rather than directly form a brand itself. Brands must also produce new materials and styles based on the consumers outlook on life, whether that be sustainability, or feminism, all influenced by social media. Project Jacquard is one of Levi’s responses to the digital age, in which denim is woven through with conductive thread that allows you to link to your mobile device via Bluetooth.
POP CULTURE Collaborations are becoming extremely common within the fashion industry. As brands continue to take pop culture icons under their wing to gain customers. Most notably collaborations have taken place between Travis Scott and Saint Laurent, as well as Russell Westbrook and Acne Studios. The collaborations are beneficial to all parties as they gain publicity both for the brand and the celebrity, as well as giving the consumer access to exclusive products from their favorite icons. Today celebrities are taking fashion collaborations to the next level. Many celebrities such as Rihanna and the Kardashians have come out with their own fashion lines, and although they may not have the design eye of fashion masterminds like alexander McQueen, they have a hold on the public eye that makes their products extremely desirable.
The athleisure movement has made serious waves within the fashion industry, and denim brands such as Levi’s must fight for dominance. Today’s consumers crave comfort in addition to practicality and the athleisure movement has posed a serious threat to the classic denim jean, with many people crediting leggings as “the new denim”. Increased growth in performance and stretch denim is a crucial factor to satisfying the desires of consumers. Generational change has driven the practice of incorporating performance elements into business attire. Younger consumers who grew up with brands such as Nike and underarmour want those technical elements most commonly used in active wear integrated into all the clothing they wear. Although the market for leggings is beginning to fall, the trend of stretch denim and skinny jeans isn’t going away anytime soon. An although comfort is important to consumers, a trendy city girl may wear her leggings form the gym to lunch with friends, but never to work, and never on a date. Denim has a foothold on certain occasions that leggings never will.
FESTIVAL CULTURE Music festivals have become a serious draw for today’s consumers. They represent a change to have fun and break free of the traditional daily routine and enjoy times with friends, as well as the possibility to meet new ones. These festivals are no longer seen as a once in a lifetime chance but have created a culture of people who travel thousands of miles each year to see the hottest new bands. They are a breeding ground for popular trend, and an ideal market for new and exclusive items. A sense of luxury and exclusivity can be created by offering merchandise that can only be found at a specific festival, and a variety of brands are taking advantage of this fact. Many have begun opening pop up shops along the festival route to entice young hip customers to buy their product. Customization is also a big hit and allows for a revamp of an everyday product to reflect the overall experience of the purchase.
INFLUENCES People That Inspire Them Influencers have become the new celebrity, and people are looking less and less at the styles worn by the famous few, and more towards the internet for their next style inspirations. Bloggers and Instagram users have become highly influential within the fashion world, dictating styles colors and brands to buy into, and many follow their example in hopes of gaining a similarly fabulous lifestyle. Some of the biggest internet influencers which have taken hold on the grunge community are Zoe London, Amy Valentine, and Luanna Perez-Garreaud, each of whom bring their own unique spin to the grunge style. Kaiah Gerber has also made waves within the community, as she represents the next class in supermodels, and showcases a unique and enviable style sense on the streets.
LUANNA PEREZ-GARREAUD
Fashion Blogger
Launna’s blog is set in the amazing city of Paris, which is an attraction of its own. However, in addition to this beautiful setting Luanna represents an alternative bohemian style that is also influential to the grunge scene. Our 70’s Rocker and 420 Fanatic are particular manifestations of the rebel consumer who would be interested in her blog, as well as her overall style, which blends elegance with indie fashion and alternative fashion. From day to day her look can vary from dresses, to a crop top and oversized coat, and appeals to all the grunge artists out there.
ZOE LONDON Influencer
A full time blogger since 2014 this influencer has a unique taste on the grunge style which will appeal to our goth girl manifestation of the rebel consumer. Zoe mixes both retro and modern styles to create a unique grunge/punk look. In addition to her blog she is a professional DJ whose music has another strong influence on our consumer.
AMY VALENTINE Youtuber
Another grunge fashion blogger whose content is aimed towards those in their twenties. The pastel colors and clothing featured on her site may appeal particularly to our pop art princess manifestation of the rebel customer. With a personal style geared toward fishnets, t-shirts, hats and skirts. Her love of Don Broco and Marmozets has also gained her traction among their followers.
KAIA GERBER Model
The daughter of the 90’s supermodel Cindy Crawford is already making a name for herself at just 16. Her personal style appeals to our athletic anarchist and smoker chic manifestations of the rebel consumer, who identify with the grunge aesthetic, but may be looking for a more high-class style. Kaia’s looks which often feature cropped styles, wide legged jeans, and sporty jackets apply just the slightest aspects of grunge style to modern street wear. Her progress as a model and wide Instagram following has made her a key influencer among the rebel consumer group.
Wake Up & Get Ready 7:30am After 5 alarms, she finally gets out of bed. Black jeans, Led Zeppelin t-shirt, denim jacket, flannel, and a pair of boots. Black eyeliner finishes the look.
Work 9:00am – 5:00pm Head to work at springer publishing company.
Lunch Break 12:30pm
Breakfast 8:00am Where is she going? Coffee Project NY, of course, for her usual black coffee and a croissant for the first and most important meal of the day.
You pull out your sack lunch, the one you packed for yourself last night. Just a simple ham and cheese sandwhich.
Slam Poetry 10:30pm
Networking Event 6:30pm
Midnight Snack 12:00am (ish)
Your favorite event happens to be going on at the bar tonight.
Who actually knows what time it is, all that matters is the ice cream bar you’re about to chow down on.
Grab a bite and check out the hottest new writers
Drinks with Friends 9:00pm Head to the bar to grab some drinks with your bestie and catch up.
Head Home 11:00pm Head back to your loft where your cats waits for you and you are waiting to fall into your bed after a long day.
COLOR STORY & CONSUMER MANIFESTATION
ACTIVIST This color palette is based on the life of the gentle rebel. Created around neutral toned base colors which will feature throughout their wardrobe as well as in their home. It is accented by rich jewel tones, like burgundy, jade, and mustard yellow. These accents add interest and flavor into what would be an otherwise boring life. Colors and Washes specific to denim include dark washes, and acid wash denim fabrics, with a distressed feeling. Patchwork pieces and beaded or lace detail add spice for those consumers who are looking to be a little more adventurous.
CORE
what colors will be in their closet?
WASHES
BLACK OVERDYE
ACID WASH
DARK WASH
TECHNIQUES
PATCHWORK
APPLIQUE
LACE
INDIGO DYE
The line 8 aesthetic is stated to draw inspiration from the young and rebellious. The style of clothing offered within the line is specifically designed to transcend gende, and can be worn by anyone. Not only does this style of clothing appeal to the rebel consumer, but it also includes a variety of specific pieces that they are looking to add into their wardrobe. The minimalistic pieces are perfect picks to create the base of their wardrobe, while some of the embellished styles of graphic tees, and camo prints are just the pop our rebel consumer is looking for to spice up their otherwise simple look. Although the line has recently converted form a menswear collection to a unisex line, it is still missing some of the key pieces women are looking for in their wardrobe. For example the line carries a pletheraof jeans styles for men, however is lacking in the womens department. On the other hand, many of the styles presented in the line have sporty and chic aspects, which arent necessarily reflected in the fabrics which make them up, and these are performnce aspects our modern day consumer is begin to expect in their clothes.
LINE 8
featuring real consumers
420 FANATIC Favours a laid back style featuring a blend of colors and textures. Oversized silhouettes are popular as well as distressed denim and t- shirts embellished with explicit quotes. Sneakers are their go to but a pair of sandals is also hard to resist.
@justclothes.journal
GOTH GRUNGE Interested in the darker side of style, plays with texture and pattern but less so with colors. Monochromatic outfits are common. Favours darker styles with shocking silhouettes. Heavy makeup and accessories.
@__oks.m
SMOKER CHIC Your basic boy wearing ripped white teas and distressed denim. Personal style shows through in unique shoe choices, printed button ups (usually worn over a graphic tee) and hats.
@nesai1205
Levi’s Line 8 carries a variety of unique styles and the line is unique in that it features a variety of unisex items. However, the line is still lacking in some of its womenswear bottoms, and some of the more stylistic elements of design, such as prints. Top competitiors for this line include Diesel and Wrangler, both major denim brands. These two companies have similar styles to Levi’s, but they also offer a variety of womenswear designs, as well a unique detailing and prints that Levi’s Line 8 is lacking.
Customization is key within the new market for fashion. Which is why levi’s alterd collection has major potential for a big impact. Today’s consumers are craving unique styles which have been specifically tailored to match their personal aestheetic. By taking the levi’s classic styles, deconstructing them, and altering them to give them a new and one of a kind look levi’s is doing just that. Details such as the covered coin pockets, shadow patches and floral embroidery are the specific aspects of the collection that will appeal to our rebel consumer. And the street style aesthetic that is created by line has become increasingly popular within this consumer group as well as within the industry overall. However the altered collection is still missing some of the key aspects that our consumers are looking for in their clothing. Once again performance technology is beginning to be expected within consumer’s products, and althought the line has a chic streetwear feel it is missing some of the prints and textures that our consumer craves.
LEVI’S ALTERED
featuring real consumers
ATHLETIC ANARCHIST Lives in gym clothes but like to elevate their style with grunge elements. Plaid shirts wrapped around their waist, band t shirts and the ocassional pair of high waisted denim jeans styled with their cutest sports bra and chunky accessories.
@genevieve.c.c
70s ROCKER Loves classic styles that feature a flash from the past. Lives in denim and old band t shirts. Simple makeup style but enjoys quirky accessories
@keyt.mahoney
POP ART PRINCESS Loves to play with prints and more feminine styles. Tule and denim skirts are common as well as embellished fabrics with bright colors that pop. Tough girl aesthetic.
@inchstore
Levi’s Altered collections feature a unique twist on some of Levi’s classic styles. However, these styles are still missing some of the key items modern consumers are looking for, such as performance fabrics, and more interesting cuts. The top competitors for this line include Killer and G-Star, both major denim brands that carry unique and innovative styles, with stretch fabrics and cropped cuts among them. An advantage that Levi’s Altered line does have here, however, is the fact that neither of these brands really offer quality products to their female consumer. Guys aren’t the only ones searching for that perfect pair of distressed denim with a pocket chain anymore and Levi’s really understands that and has delivered.
THE DAYDREAMER
3
IT’S THE SIGN OF THE
Culture In Context The daydreamers are usually short in income seeing how they are high school and college age, therefore fast fashion brands would be their ideal preferences, along with vintage. Not only because they tend to be more thrifty, but they also always make sure they are on trend. They like to wear jeans and tees that have a graphic on it. Usually the face of a relevant celebrity or a reference to one of their favorite basic phrases: “but first, coffee.” Though they like to think they are on trend, the reality is that they are actually more behind the curve in the life cycle of a trend then they would like to admit. They usually hop on with the early or even late majority. The reality is that this type of consumer is simply not a trendsetter and they tend to just follow the pack on all things fashion and style. But it’s not just style that they bandwagon on. Healthy lifestyles are trendy and good for you, so every one of our daydreamers has not only adopted the way of life, but embraced it fully. We are now in an age where social media is being used to reach new consumers. One of the ways brands are doing this is by the new, updated, legal pyramid schemes. There are countless healthy living brands that recuit women to sell their products peer to peer. Many of us remember the time of going door to door and selling Avon products, and this is the same concept, but now people have a larger platform with utilizing the internet. Our consumers document every part of their day, anyway, so why not incorporate a brand deal to earn a little extra cash and seem more legit in the influencer world? She’s just looking for a fun and flirty way to express herself whether it be clothing or products. She’s just trying to figure it out and she’s taking her couple thousand followers along for the ride on Instagram, Youtube, and, of course, her lifestyle blog.
ASPIRATIONAL
BASIC FEMININE WANNA-BE
CREATIVE
EXTROVERTED
THE DAYD BODY/BEAUTY Body care is the newest trend in beauty. Consumers have become increasingly body conscious in recent years. They are shifting to an overall desire for healthiness and well-being in their body. And many of the modern-day consumers consider skincare one of the first steps in achieving that. Because of this shift, body and bath products including bath salts, body scrubs, and body polishes have been increasing in sales.
FOOD It’s all about the vegan craze! If the Ariana Grandes and Gigi Hadids of the world are doing it, then so is our consumer. Sure, they do it to keep their athletic physique, but it’s really about what’s trendy. To keep on beat with the rest of the world they must all of the sudden be obsessed with avacado toast and a hearty breakfast. Coffee culture is also a big thing globally and is therefore a defining part of the daydreamer’s life. She has her favorite vegan cafes and knows the best place in the city to get kombucha. But her newfound love for veganism doesn’t discount her enormous sweet tooth. An afternoon with in the reading nook, scrolling through instagram with their favorite chocolate snack is their idea of a perfect afternoon. But you can’t be a vegan unless the whole world knows about it! She is the queen of instagram stories and knows the perfect angle to make everyone drool over whatever she’s snacking on that day. If you ask her, she’ll say she has a side hobby of food photography. Hey, you’re not born an influencer, you have to work for it!
Today’s daydreamer often considers a hot bath on of the best treatments for almost any life problem, whether it be aching muscles, stress overload, or simply feeling other the weather. Celebrities such as Gwyneth Paltrow swear by them, which only serves to influence our consumer to invest in these products more. In response many companies have come out with body products designed specifically for the bath, which can help nourish your body in different ways. Pursoma, an indie bath company which launched six problem solving bath solves in 2014 has only gained traction within the market over the years. In addition to this, consumers are looking towards a variety of chemical free brands such as lush, which makes a variety of hand made bath products, including fizzes scrubs, and masks for their body care needs. Gone are the days of skin care focused on the face as the world of skincare is opening with infinite potential for growth.
DESIGN The latest in hair accessory design has become a flash to the past, specifically the ninties. Bobby pins galore, big acetate hair clips, and of course, scrunchies. It seems as though there isn’t much innovation or creativity when it comes to these kinds of things anymore. Style is simply being recycled. We are a nostalgic society that tends to put certain decades on such a high pedastal. The scrunchie can function as a hair tie, a bracelet, a keychain, practically anything the consumer wants it to be. It was once true that the scrunchie was a sort of status marker for high schoolers, and it seems that the mentality of “scrunchie = cool” has return in full swing. For the slightly more sophisticated hair accessory fanatic, the latest craze is costume jewelry for your hair. Whether it be huge clips that hold practically no hair but have large fake pearls all over them, or just taking fifteen small colored pins and putting them everywhere you can possibly fit them. Who knew that hair accessory excess would ever return?
DREAMER LEISURE
DIGITAL LIFE With social media at the forefront of practically everything, from music to retail, for the younger generations, more and more people are growing an addiction to their devices. It is affecting human interaction, sometimes positively, but most of the time it’s negatively. People are hiding behind anonymous usernames and using it as a platform to spread hate. But cyber bullying isn’t the only form of people hiding behind masks. Instagram allows people to present themselves in such a filtered light that it’s easy to hide what your life is like as long as you have one happy photo depicting the life you want people to believe you live. This becomes dangerous when people, especially young people, begin to buy into the lifestyles these influencers are saying they lead. Twitter is a similar story but with much less positivity in the content. Everyone talks about it in jest, but Twitter wars break out between accounts on the daily. Of course only the celebrity wars are the ones people care about. How sad is it that a Twitter war between celebrities (or more realistically their publicists) can make national news these days?
LUXURY TRAVEL Today’s consumers are becoming more and more interested in the travel scene, many are almost being forced to reach further and explore the far reaches of the world, as employers are beginning to look for well-traveled people with a different view of the world. Multiple sites have popped up to give consumers the lifestyle of travel that they are looking for, without the hardships of sleeping on the ground or eating bugs for breakfast. Vice’s newest site Amuse, is launching various platforms specifically designed to represent the luxury travel market. The site will feature articles oh offshoots of the burning man festival, as well as SoHo farmhouse alternatives. Mainly focusing on mindset and lifestyle it will also feature travel adjacent wellness and shopping content. 62 percent of consumers ay if they could spend $10,000 on just one thing, they would spend it on experiences, and this growing market in travel is still just beginning, and the market for travel adjacent fashion and accessories has yet to be fully explored.
Outerwear is the newest market in leisure clothing. In recent years, there has been a major shift in the economy of outerwear. Although once considered a strong investment which would last years to come, coats have become less of a tried and true source of protection from the elements and more of a statement piece to make the wearer stand out and seem more individual. Almost every single person in today’s modern society owns a coat or a jacket which they use in cold weather, especially as winter temperatures drop globally. However, consumers are no longer investing in a singe coat which will last them years but looking for cheaper prices in order to purchase a variety of styles which can be worn to different events, and under different circumstances. The prevalence of social media throughout our society has created a need for a new look every day, or in some cases, multiple times a day. Because of this consumer are looking for styles which will protect them form the elements, but still stand out in a crowd, and look good on their feed. Brands all over are responding to this shift, sand may companies have come out with outerwear lines, made up of a variety of styles in coats and jackets, designed to be worn by this modern-day consumer. Celine, is just one of the companies jumping on this trend within the market, designing a line of simplified jackets and coats, with clean silhouettes and slick fabrics, which give a leisurely edge to what was previously known as outerwear.
ENTERTAINMENT Pop culture is as relevant as ever in the everyday lives of our consumers. They come across it hundreds of times a day whether they are aware of it or not. The question is about whether or not they pay any attention to it, and to what extent they follow it. It is trendy for the current youth generation to be in the know about the latest celebrity gossip and be able to identify the top influencers. Entertainment has become less about movie theaters and plays, and more about how much time the parents allow their kids to spend buried in their phone. Spending time outside in the great outdoors just isn’t as cool as it used to be I suppose.
INFLUENCES People That Inspire Them It’s all about pop culture with our daydreamer consumers. They sit on their phones and wait for the Instagram likes to roll in, hoping to feel validated by strangers on the internet. That’s what being an influencer is all about right? Their “following” list far outweighs the followers in hopes to gain some extra numbers on that follower list. But more than that, the accounts they follow include the likes of her favorite influencers, Tezza and Alexis May, countless celebrities such as Ariana Grande and all of the KardashianJenners, and of course all of the relevant magazine accounts so she can keep up with the latest gossip in holllywood.
ARIANA GRANDE
American Singer
From quiet “Victorious” actress to leading at the forefront of the music industry, Ariana gained numerous new fans after latest album release “Thank U, Next,” including our consumer. She is the secret crush of every boy and the not-so-secret idol of every teenage girl. If you had asked our daydreamer about her opinion on Ariana two years ago, she most likely wouldn’t have had much of an opinion, but now she certainly can’t stop talking about her. But she’s not leaving the limelight anytime soon. The pop princess is on a roll and she now has a loyal fan in our consumer.
ALEIXS McMULLIN Influencer
Alexis McMullin, also known as Alexis May, is an Instagram influencer that has gained a following because of her curated content and visually pleasing feed aesthetic. She plays on the vibrancy of her red hair and edits each photo in extremely warm, red tones. She is a fashion and travel blogger, currently working as a model and content creator with swimsuit brand Albion Fit. Her followers can expect daily posts that make it seem as though she lives in summer all year long. Our consumer is certainly one that strives to live her life.
KENDALL JENNER Model
In case you haven’t heard, our daydreamer has watched every season of Keeping up with the Kardashians from the very beginning. That includes every spin off show, and she also follows their lives through every social media platform. She knows all the “tea” the second it happens. Don’t tell Kim, but Kendall has always been her favorite. She likes to think she can see a part of herself in Jenner and has avidly watched as grew from bratty pre-teen to earning her wings as a Victoria’s Secret Angel. Not to mention she is and will always be her #beautygoals.
TEZZA BARTON Influencer
Tezza Barton, otherwise known as “Tezza,” is a successful vlogger, blogger, influencer, and model based in New York City, New York. She has gained an impressive following, has appeared in many ad campaigns for slightly smaller companies, her face is plastered all over Pinterest as #goals, and most notably, she was turned this fame into profit and has created a brand for herself, but it’s not just a vaction (only mostly). Our consumer definitely has her post notifications turned on for when she puts out new content.
Wake Up & Check Instagram 8:00am Her alarm goes off and she is already dreading the day of classes ahead of her. The first thing she does is reach for her phone.
Classes Start 10:00am Her first class is just a general education class that everyone has to take and is so very boring.
Lunch Break 11:30am
Breakfast & Getting Ready 8:20am After laying in bed scrolling for a while, she stumbles into the kitchen to make herself a smoothie and begin her hour long morning beauty routine.
She never eats alone, so her and her friends go to Panera for some clean eats. Instagram eats first, of course, and then she enjoys her meal.
Sorority House Party 9:00pm Study Break 4:00pm
Lay in Bed 12:00am
Her and all of her sisters. Delta Gamma forever!
To round out the day, she ends it the way she started it: scrolling mindlessly through Instagram.
There’s a Starbucks on campus that her and her friends love for studying.
Evening Class 6:00pm Psychology is something she would really enjoy if it just wasn’t at 6:00pm everyday.
Head Home 11:30pm She heads back to her place early tonight because she knows she has to be in the best condition for her test.
COLOR STORY & CONSUMER MANIFESTATION
BASIC The lifestyle of our daydreamer is lived in an attempt to be as colorful as possible, and that’s definitely what she will be trying to match in her wardobe. Our consumer prefers the Spring/Summer season because her chipper spirit and can-do attitude fairs much better in the hopefulness that comes with new life in nature. Not to mention, she dreams of her summers, longing for the days she can spend by the pool, getting her perfect tan and showing off the “bikini body” she worked so hard to accomplish.
CORE
what colors will be in their closet?
WASHES
STONE WASH
RINSE WASH
ENZYME WASH
HANK DYE
TINTING
TECHNIQUES
OVER DYE
SUN WASH
Levi’s Vintage Clothing has a large selection for men’s but women’s is harder to come by. They are the staple items, the basics of owning products from Levi’s that will withstand the test of time. That is, however, the purpose of the line. They revisit the sihlouettes, washes, and techniques used other decades. It marks their occasion and also pays a tribute to the important role that time period played in not only the denim industry, but the fashion industry as whole. Their current collection is based on the Space Race of the 1950s. The thrill of this moment in history and the years surrounding it, and letting it inspire their products and inspire their consumers. Our daydreamer cares more about the what than the why, but regardless, she loves a good vintage aesthetic. When the garments look and feel as though they have alreadt been well loved before you ever owned them, that’s how you know it’s a good, reliable, reputable pair of pants.
LEVI’S VINTAGE CLOTHING
THE CHEEKY CREATIVE She loves painting and thinks that therefore she is an artist. She likes buying shirts with minmalistic texture and paint on them. She seeks out art museums and reviews them on her blog. She has a bright color aesthetic.
@samanthamarieblog
VINTAGE VIBES She swears she was born in the wrong decade. She admires the style of the 60s and 70s and wishes to incorporate elemts of their textile and fabric history into something relevnat to her wardrobe (since she can’t drive their old cars).
@jilliansavage
PUNK DREAMER This manifestation of the daydreamer consumer is just an edgier version of an influencer. She still longs to be a content creator and though she does tend to be attracted to more dull and dark colors, she’s never been the “too cool for school” type.
@mariahpaes
Levi’s Vintage Clothing appeals to those consumers interested in sustainable buys and cute clothes with a vintage style. However, the vintage line lacks some of the modern technological aspects that are offered by some of their competitors. For example, True Religion and Spykar are brands which are innovating vintage designs with modern fabrics, offering a variety of garments and accessories. True Religion is one that is more of a direct competitor because their collections offer the same throwback vibe, but they are including stretch denim and silhouettes that fit curvier bodies, giving them an advantage. Spykar is an Indian denim brand, so their market is much smaller as they sell mainly within India, but their jeans are specifically designed to potentionally be able to work out in them. They are flexible and innovatively breathable.
Levi’s® Orange Tab symbolized the style and youth during the counter culture of the 1960s. It was the product that was first used on a line of affordable jeans, shirts and jackets. Old-school Orange Tabs have become, since then, the pieces that vintage collectors would look for. To modernize this style, Levi’s have adapted some of the Orange Tab best sold pieces, capturing the unrivaled style of the originals. Daydreamer is the type of person who often thinks about doing something else or being somewhere else. They are honest, out going and eco friendly: the exact type of costumer that Levi’s Orange Tab are targeting. It is a collection that was born in late ‘60s and just like daydreamers; “Past made present” is their motto. They spend a lot of time thinking and planning things that they would like to happen. Sometimes they think about trips to non-existent places, sometimes they think about them being in fairy tales.
ORANGE TAB
THE INFLUENCER She’s hip, she’s trendy, she’s got great style and a heavenly smile that has hundreds of thousands of followers. She loves accessorizing as a way to not only express herself, but also to catch people’s eye. Fashion needs accessories to boost its power. Naturally, she will add all of this to her fashion blog tonight and post about it tomorrrow.
@heyitsnun
THE OVERTHINKER She overanalyzes everything in attempts to keep her perfect image as spotless as it is. She is a people pleaser to the nines and really knows how to work a room, making sure she interacts the right amount of time with every single person.
@winghei_c
WORLD TRAVELER Her clothes need to be versatile and stylish for any location her travels may bring her. This could be frosty Greenland or warm and sunny Cayman Islands. She’ll find the perfect weekend getaway for every weekend.
@fairseason
Levi’s Orange Tab collection caters to the daydreamer with a collection of looks that feature vintage styles with an updated twist. The relaxed clothes are casual and comfortable, but the collection lacks some styles that major competitors have on their racks. For example, brands such as Lee and Pepe Jeans carry a variety of styles in shorts, pants, and more, but also feature adorable accessories and prints along with their more classic pieces. They play a lot with color and styles inspired straight from the 60s and 70s. Our daydreamer consumer is really looking for something that will stand out on her instagram but still match her aesthetic, so Levi’s is in danger of losing the customer to a brand like Lee or Pepe Jeans because they offer more of the statement items rather than literal vintage denim.
THE TEAM Erin Deluccia Hannah Brown Paula Lee
LAYOUT Hannah Brown
PHOTOGRAPHY Katie Ulsh
MODELS Julia Young Caroline McCoy Janet Wong