Product Brief: ​

Levi's - 151th Year & Counting

'Live in Levi's' has been the tagline for Levi's since a few years now. Once only a denim leader, it is now foraying into various categories ensuring to eat an even bigger piece of market share. Levi's want its customers now to have a head to toe Levi's look, use Levi's in all kinds of settings, and the biggest goal buy Levi's from its own online channels. Capturing the young mindset is an essential goal, to place itself as an always on-trend brand, affordable yet premium. So how does a traditional brand achieve this?

Levi's has been operating in India for more than 20 years primarily through offline stores (Franchise & Own Stores). Since the past 5 years its has also grown significantly in the e-commerce space, mainly through prominent marketplaces like Myntra, Flipkart, etc. It started its own brand website in 2019, but only started scaling it post covid. In the past 3 years, it has been able to generate 10% business share in online through its website, and continues to scale even further.

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For the future, Levi's plans to go DTC first, mainly through its App, achieving a contribution of ~60% of business share. The current share stands at 8%. The product has found a Product Market Fit, since the 8% of business share is coming through pure organic, customer pull. The next step for us is to get into an early stage operations scale-up.

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What's been the Levi's journey?

Started in India approx. 20 years back, it has the highest men's casual wear brand share. Where it lacks is women's and hence onboarded Deepika Padukone as their Brand Ambassador a few years. The iconic first ad took everyone by storm and we saw a steep rise in the women's business share too. It also started the #IShapeMyWorld Campaign, having prominent female leaders in their campaign, and season after season the recall only increased.

Then in 2019 came the D2C boom which only rose after the covid wave. Levi's gained immense market share in platforms like Myntra becoming their #1 Men's External Brand. Parallelly also started our Levi.in website & app journey. Earlier being only 1-2% of Ecommerce share this channel grew organically to ~10% of its share.

But the 1-100 journey has just began, with an aim to capture 65% of online business share, the task is steep ahead.

Understanding the Product
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What's makes Levi's standout?

It is its product - specifically Jeans. Its durability & fit for the Indian customer

Customer Responses

'I have been wearing the same Levi's fit for last 10 years'

'I own the same color fit in 4 different colors. My jeans has lasted for ~5 years'

'Whenever my jeans starts fading, i go and directly pick-up the same color, same fit from the store'

'I have always altered my jeans at the Levi's tailorshop'

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Let's understand who these users are. What are their behaviors, and what do they actually like, do!

​Where is the product available?:

Levi's India App is available both on iOS & Android App Store. Levi's Website is both on Msite & Desktop.

User Journey:

The product has a basic e-commerce user flow. Covering essential hygiene features for buying a Levi's product online.

• Discovery Page (Includes Homepage banners, navigation, merch.)
• Product Listing Page
• Product Display Page (Includes essential features helping user to make a decision - Images, Description, Size Guide, Reviews)
• Cart Page
• Payment (Includes options like UPI, COD, Cards, CredPay, Amazon Pay, Wallets)

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Blockers:​

1. Currently there's no WOW moment withing the app, which hooks the customer to know why to keep the app on your mobiles
2. Organically Levi's App is not getting ranked in the first fold, even through its brand match searches
3. There is no organic discovery of the app on Levi's website

Understanding the User

User Research Objective: Acquisition Strategy.
1. Trying to understand what moves the customer to buy from a particular brand, and specially online.

2. Second thing, why would they keep a brand specific app on their phone - what motivates them.

Questions:

1. How often do you shop online?

2.What brands do you buy from?

3.What factors do you consider when you are buying online?

4.Which platforms do you generally use to buy?

5.What shopping apps do you have on your phone, why?

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Summary of the User responses:

Customers have been users of Levi's in the past, but specially through offline stores. There's lack of trust when it comes to buying Levi's online.

Blockers:

1. They have not had great product experience when bought from Marketplaces like Amazon.

2. Customers see Levi's as a traditional brand, mainly for denims, high priced, non-trendy but a staple.
3. Users prefer buying Jeans after trying on, to ensure to get the right fit

Consumer Segments:

1. Fashion Seekers & Budget Stylists: Fashion Led shoppers who like staying on top of the latest trends. Open to engaging with multiple brands, and categories, depending on what's trending. Basket value is largely driven by volume vs cost.
   
2. The functionalists: Typically low spenders that look for functional, comfortable products that can transcend, the multiple facets of their lives. Goal: Often use denim as a basis for a look that can be elevated through key statement pieces or accessories
   
3. The Brand Loyalists: Stick to one brand, which they have been using for a long time. Get the same fit, different shades. Do not want to try newer fits or new brands.

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Choosing the Ideal ICP basis the ICP prioritization framework:

1. Adoption Curve - How easily users adopt the product?
2. Frequency of Use - How frequently is the product used by the user?
3. Appetite to Pay - Do they even have the money in pockets to pay for the product?
4. Total Addressable Market - Sizeable TAM to be targeted
5. Distribution Potential - How quickly and sustainably can we reach these users?

Market Players & Key Competitors:​

1. Jeans is the primary category of Levi's.
2. 1. For jeans keyword - Levi's website organically ranks 6th.
   2. For jeans for men it ranks first organically. Men's category make-up for >70% of Levi's online sales
   3. Marketplaces are a bigger competition to Levi's than other brands
   4. 1. 1. Myntra, Ajio, Nykaa continue to bid of generic & Levi's keywords taking up impression share of upto 25% in branded keywords
   5. Upcoming D2C brands like Rare Rabbit, Snitch are also emerging to be direct competitors to Levi's
   6. 1. 1. Their core proposition is quality, style and trends respectively

Understanding the Ceiling:

1. Total Addressable Market:
   Number of Users: 34 Crores
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Using Top Down Approach:

2. Serviceable Addressable Market
   Levi's products has a higher AVU vs other brands.
   Considering AVU of ~Rs. 1700 online vs the current average AVU online fashion is ~Rs. 1000.
   Assuming only 40% of the TAM comes under SAM, making our SAM as 8600714
   Hence, Market Revenue Opportunity = Rs. 233,939,442,560
   
3. Serviceable Obtainable Market
   Assuming Levi's has a market share of 10% in the overall online shopping market
   SOM: Rs. 23,393,944,256
   

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Core Value Proposition:
Core Value of Levi's product is to provide comfortable, long-lasting clothes which are sustainable and always in-trend.

Core Value of the Levi's App is to provide users with a priority, trusted, personalized experience.

1. Personalized Experiences - Tailor Shop experience within the app, for any alteration, or customization required. (For e.g. Patches on jackets, 2 hours alteration with pick-up & drop)

2. Loyalty - 2X loyalty points earning & redemption to shop via App

3. On-call Stylists - Helping you to style functional as well as trend pieces

Designing Acquisition Channels:

Both set of Levi's customers spend the most time on Social media, hence instagram, snapchat & facebook become the most important channels of acquisition.

Organic / Google Search is again very important due to Levi's strong brand pull, having correct SEO content is important to gain impression share and stay relevant.

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Step 1: Jobs to be done:

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Below are Levi's current acquisition channels and their split:

Organic Channels:

Top Keywords in each bucket, which are high on user behavior. We see that Levi's brand has a higher recall and the monthly searches for it are significantly higher. SEO will play an important role to organically rank for own keywords since domain authority will be higher.
Search ads will be required to capture generic keywords faster.
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Top 10 SEO Blogs to be created to help rank:​

These blogs will cater to our 'Fashion Seekers' as well as 'Functionalists' ICP

1. "Live in Levis's" - A blog to cater to the head to toe looks created using Levi's. Showcasing how you can literally Live in Levis in a casual, formal and even an evening party set-up.
2. 1. 1. This will help create interlinking of our primary categories as well as best selling products
3. Tapered Jeans for Him: As per the below search results, customer 'Levi's 511 & Levi's 512 Jeans which are also our best selling Fits. This will help us rank in the search results
4. Capsule Wardrobe - What is it & how to build one
5. The timeless originals - 501 Jeans for Men
6. Denim Done Right - 501s For Her
7. Styling your Baggy Fit Jeans
8. Denim Update - The freshest & trendiest fits
9. Levi's 101 - The ultimate guide to styling your jeans
10. From Wash to Wear - How to Make you Denims Last Longer
11. Levi's Jeans - How to find the perfect fit made for you

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​Content Loop:​

Introduce a "Live in Levi's" section on web & app homepage - plugging in content from customers as well as influencers showcasing how they wear their Levi's.

Encourage users to add their picture directly or through their instagram handle - every user get Rs. 500 Red Tab Loyalty Points and go higher in the loyalty tier with Levi's

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Sample section:

1. Where does users spend his/her time? Both our ICPs spend majority of time on social media
2. Content the user would like to speak about - Our Fashion Seekers & Budget Stylists would concentrate more on the fashion & trend content
3. Content will be produced both via the users & Levi's.
1. Style Tips - That users would like to consume. On every drop / trend have a trends page dedicated to showcasing how they can redo the trend with a Levi's they own or which Levi's product they should buy.

2. Featuring users who have customized their Levi's at the Tailorshop as - 'Brand Ambassadors'

Users can share their own designs which can be added in the pool of tailorshop, and everytime that design gets used by other user, the first gets notified

They can also track how many times his/her design is being used. Which will give them a sense of excitement and they will in-turn want to share this achievement with their friends and families.

For 'Men's Jeans' Levi's ranks 2nd organically. But for 'Jeans' it ranks seventh, hence a lot of scope for SEO
For 'Men's Shirts' which is the one of top 4 selling categories, Levi's doesn't rank on the first page results
For 'Women Jeans' it ranks second to Myntra

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App Download Increase Organic:

1. App Store Optimization

Optimize app store & the main app for organic ranking.

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Ensure below are optimized for ASO

• App title
• App short description
• App long description
• Relevant App Screenshots & Images
• Installs and engagement
• Reviews and ratings - Reply to negative & positive reviews
• App updates - Easy to understand descriptions on what & why things have changed within the app

Content Example Below:

Short description android: The best of Levi’s® jeans, tailored just for you.

Long description android: The best of Levi’s®, tailored just for you. From exclusive product launches to personalized recommendations, we’re making it easier than ever to be part of our world.
Download it today and access:​​

QUICK & SIMPLE SHOPPING
The easiest way to find your favorite jeans, shirts, Trucker Jackets and essential clothes. Browse your favorites from anywhere at any time.​​

FREE SHIPPING & RETURNS
Get your orders delivered to your doorstep at no extra cost and incase you aren’t happy with your purchase we will also help you return the product.

EXCLUSIVE PRODUCT DROPS​​
Download the app and you’ll be first in line for exclusive styles and special collections you can’t find anywhere else. One-of-a-kind pieces and fresh collaborations are all at your fingertips.​​

A CUSTOM EXPERIENCE​​
Your style is your own. So we’re stepping up your Levi’s® experience with personalized stories, offers and suggestions.

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While the current business is coming through its existing base, we can do the below without spending any marketing bucks to get users on to the app.

1. Leverage the Levi's India Website -
2. 1. The website gets 75K daily traffic, having an app banner with an exclusive sale call-out or promo will drive at least a small base to download the app
      

1. Have a app landing page on website this will help to rank on below search keywords: levi app, levi's app download, app levis, levi strauss app, etc
2. Leverage Levi's own owned & flagship stores - Levi's consumers still shop mainly through stores, having a QR code on checkout / Omni experience like Decathlon will drive users to its app. This is also beneficial to us from 'Save the sale' perspective

Paid Advertising:

Calculating the CAC:LTV Ratio for Levi's online business to determine if Performance Marketing makes sense for Levi's.

With a healthy CAC:LTV Ration of 13, we can be safe to say that running paid ads will proof profitable for Levi's

Google & Meta - Budget Split

Assuming a total budget of 50Lakhs for the month:

1. Google: 40% (20L) - Bidding on brand keywords to protect our ranking from Ajio, Myntra & Nykaa. All three of them bid on Levi's keywords.
Bid on Generic keywords with medium to high volume to gain new customers
2. Meta - 60% (30L) - Run prospecting campaigns & remarketing campaigns. Catalog campaigns for conversion specifics

Use both Google & Meta to run CPI campaigns (Cost Per Install) for App & Conversion Campaigns for Website.

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Google Search Ads:

BiD on below four buckets of keywords, with a goal of app downloads as well as web conversion:

1. Brand Match
2. Brand + Product Match
3. Brand Broad Match
4. Generic Keywords

An overview of 20L spends; assuming a CTR of 1.4% & CPC of 3.26. CPC can also be higher or lower depending on the market & competitor bidding.

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​Meta Ads (Facebook & Instagram)

We will be targeting our Fashion Seekers, Budget Stylists & the functionalists through our campaigns - This is to ensure we are on top of mind recall.

1. For Fashion Seekers & budget stylists, use top of the funnel content:

Target Audience:

• Demographic Target Age - 16-24 & 24-35
• Where do they live? Living in Tier 1 & 2 cities
• Male & Female
• What are they interested in? They are interested in fashion & lifestyle content. Follow & consume major hollywood & bollywood trends, movies, concerts. Are socially aware
• Where do they shop from? They try from new upcoming brands brands like Rare Rabbit, Snitch, NewMe. And also prefer brands who are fashion trend starters H&M, Zara, Urbanic, March Tee, etc.
• We need to target them with aspirational content - where they find people who are like them but inspiring. They are in love with concerts and like to see themselves going to such places.
  
  Content Example 1: Lollapalooza event GenZ influencers - Use the Lolla concert video ads which are fun, show Levi's in a fashion worthy moment and worn by influencers who they feel are fashion forward.
  
  Video Reference 1

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Copy: Live in Levi's - a moment as iconic as the Lollapalooza

1.1 For Fashion Seekers: Making the tailorshop cool only on Levi's App

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Copy: Choose how you like to wear you denim; express yourself through each patch literally with the Levi's Tailorshop. Shop Now & Customize your Levi's now!

2. For Functionalists, we will need to go after product specific content. Mid-funnel campaigns.
   
   Target Audience:

• Demographic Target Age - 18-35
• Where do they live? Living in Tier 1 & 2 cities
• Mainly Males
• What are they interested in? Follow classic fashion. Want to build a wardrobe capsule. Follow the news, politics.
• Where do they shop from? Stick to the classics. U.S Polo, Pepe Jeans, GAP, etc. Will try brands like Aristorbrat, Damensch, etc.
• We need to target them with product usage content - where they are able to relate how this product can be styled and used in various environments
  
  Content Example: Advanced Stretch - Highlighting the ease, comfort & versatility of the product for users who are looking for timeless pieces
  
  Video Reference 2
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Copy: For all times, chilling, partying, working - Levi's Advanced Stretch Jeans will be your go to pick!

2.1: Emphasizing the loyalty benefits while shopping on App

Copy: Levi's Red Tab Program - It pays to 'Live in Levis'. Earn & burn 2X points on every transaction.

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Thanks,

Shraddha Gupta

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