Abstract:

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 Levi’s ® 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 © brand, to understand the potential pressure on the brand’s share of ‘cool mind’ 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.