This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Leviâs Â® brand. From the start point of qualitative research, it examines the importance of instinct and intuition in looking beyond immediate category competitors of the Levi Â© brand, to understand the potential pressure on the brandâs share of âcool mindâ from a variety of youth brands. It concludes by illustrating how Levi Strauss & Co. has used this learning to retain its dominant position in the youth marketplace.
Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making
Authors: Judith Blundun, Christine Restall
June 18, 1980
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