Taking the Customer-Centric approach to a new level

It all starts with hello!

Unzipped!

Taking the Customer-Centric

approach to a new level


• 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


The Skateboarding Program


• 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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Levi’s introduced a jeans that could stretch out in a way that skateboarders can comfortably skateboard

Step 1


Levi’s added extra stitching, double layer pockets and other such reinforcements to make the clothes stronger

Step 2

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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


The origin of an idea


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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


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.


Stage 3

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After its succes, Levi’launched more such projects in different countries. And the project is still going.



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


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


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


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



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


Whitepaper: Lessons from Global Fashion & Lifestyle Brands

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Taking the Customer-Centric approach to a new level

Retail