taking the customer-centric approach to a new level
TRANSCRIPT
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It all starts with hello!
Unzipped!
Taking the Customer-Centric
approach to a new level
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It all starts with hello!
• Levi’s is one of the oldest brands, launched in the late 1800s, and is still going strong
• The biggest reason this brand has surved is its emotional connection with the people
• That connection makes sure Levi’s is able to ensure customer satisfaction
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It all starts with hello!
The Skateboarding Program
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It all starts with hello!
• Levi’s got some complaints from skateboarders about their jeans getting ripped easily
• So, they decided to create a better product for them. A jeans that is not only durable, but also fashionable
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It all starts with hello!
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Levi’s introduced a jeans that could stretch out in a way that skateboarders can comfortably skateboard
Step 1
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It all starts with hello!
Levi’s added extra stitching, double layer pockets and other such reinforcements to make the clothes stronger
Step 2
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It all starts with hello!
Ask your customers to be part of the solution. Don’t view them as a part of the problem.Hello! Alan Weiss
Million Dollar Consulting
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It all starts with hello!
The origin of an idea
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It all starts with hello!
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Levi’s heard about Germany’s builder group Zweier collaborating with Holy Stoked in Bangalore to introduce skateboarding to the people. There are no free public skate parks in Bangalore. Kids never even seen someone skateboarding.
Stage 1
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It all starts with hello!
Stage 2
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Levi’s loved the idea and started supporting the team. They started building public skateparks in collaboration with professional skateboarders.
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It all starts with hello!
Stage 3
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After its succes, Levi’launched more such projects in different countries. And the project is still going.
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It all starts with hello!
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It all starts with hello!
The power of the brandThe branding team focused on three points
Supporting the mission of other teams wanting to introduce recreational activities for kids1
2Introducing DIY spots for their ‘support skate boarding program’ around countries
3 Helping in enhancing the creativity of the skateboarders to a new level
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It all starts with hello!
It’s not about us saving the world, it’s about us supporting people who are doing amazing things in the world.Hello! Erik Wolsky
Brand Marketer at Levi’s
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It all starts with hello!
Jeans for commuters• The new jeans weren’t comfortable to wear for bikers
because Levi’s are stiff and durable• So they introduced Trucker Jackets and Commuter 511 jeans to
cater to the needs of bikers • These jeans focused on functionality, without
compromising on style
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It all starts with hello!
Commuter workspace• Launched in Los Angeles, Brooklyn and London• 30 days • Free services: WiFi, coffee, bike mechanics, … • Customers can walk in, have their bikes tuned or their
jeans stitched while enjoying a coffee and using WiFi
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It all starts with hello!
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It all starts with hello!
Listening to customer’s feedback• Not only the comfort but also the functionality of a product
is important• From the skateboarding line to the commuter line, Levi’s
inserted itself in the lifestyle of its customers• Levi’s has truly set an example of what a customer centric
brand should be about
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It all starts with hello!
Whitepaper: Lessons from Global Fashion & Lifestyle Brands
We’d love to hear your thoughts #hellocustomer
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