Levi's Strauss | Shraddha Gupta

Levi's has been forever known for its denims. For 150 years to be precise. Brands have come and gone, Levi's has stayed. But times are changing, and hence we have to too. Levi's has started its DTC journey online, and definitely needs to take their game up a notch to compete with them biggies.

With that challenge in our minds, let's get started!

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?

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.

Google Search: On Google as soon as you search for Levi's, it dominates the entire page, both through sponsored & SEO content.

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'

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

Ideal Customer Profile:

Ideal Customer profile	ICP 1	ICP 2	ICP 3	ICP 4
ICP Name	Budget Stylists	Fashion Seekers	The Functionalists	The Brand Loyalists
Age	16-24	24-35	18-35	26-40
Shopping Goals	Access to all current trends at the best price value	Aspiring to be on trend, but also have a deeper relation with the brands they choose to wear	Actively searching for pieces they can built multiple outfits on	Access to the brand they love to wear, with the best shopping experience
Income Levels	Dependent on Parents OR < 6L / Annum	6-12 L / Annum	10-30 L / Annum	10-30 L / Annum
Gender	Dual	Dual	Dual	Dual
Location	Tier 1, 2,3 Cities	Metro - Tier 1, Tier 2 Cities	Metro, Tier 1 Cities	Metro, Tier 1 Cities
Companies	College Students, Freshers, Interns	Freshers, Interns, Working with start-ups	Corporate jobs, entrenprenuers	Corporate jobs, entrenprenuers
Marital Status	Unmarried	Both	Both	Both
How do they spend their weekdays?	1. In colleges 2. In cafes 3. In college concerts / Fests 4. At work 5. With collegaues after office	1. At work 2. With colleagues after office	1. At work 2. Travelling for work 3. At corporate events 4. At corportate mixers	1. At work 2. Travelling for work 3. At corporate events 4. At corportate mixers
How do they spend their weekends?	1. At the movies 2. Houseparties 3. Dinners with friends/family 4. Sleepovers at friends 5. Online Shopping	1. At movies / music fests / concerts 2. Houseparties 3. Dinner with friends 4. Brunch 5. Short trip on weekends 6. Online Shopping	1. At home 2. Travelling for work 3. Shopping with family / for family 4. Watching OTT	1. At home 2. Travelling for work 3. Shopping with family / for family 4. Watching OTT
Apps they spend most of their time on	1. Instagram, Snapchat 2. YouTube 3. WhatsApp 4. OTT Apps - Prime MiniTv, TVF, Prime, Netflix	1. Instagram, Snapchat 2. Youtube, Facebook 3. WhatsApp 4. OTT Apps - Prime MiniTv, TVF, Prime, Netflix	1. LinkedIn 2. WhatsApp 3. YouTube 4. Instagram, Facebook 5. OTT Apps - Nextflix, Prime, Hotstar	1. LinkedIn 2. WhatsApp 3. YouTube 4. Instagram, Facebook 5. OTT Apps - Nextflix, Prime, Hotstar
What do they spend most on	Leisure expenses - Cafes, movies, fashion	Personal expenses - Rent, groceries Lesiure expenses - Concerts, dinners, etc.	Household & personal expenses- For family Convinience - Househelp, experiences for family Shopping	Household & personal expenses- For family Convinience - Househelp, experiences for family Shopping
Most used features on apps	Browse page, Recommendations, Influencer picks	Browse page, Recommendations, Influencer picks	Search pages, Merchandising Pages (e.g. Wardrobe Staples)	Search pages, Brand Fav picks, Order History
Frequency of Feature Usage	Open the app - Once every two days Browse - Every time they open the app Wishlist - Twice a week Add to cart - Once a week	Open the app - Once every four days Browse - Everytime they open the app Wishlist - Once a week Add to cart - Fortnighly Buy - Once a month	Open the app - Once in two months or On communication Browse - Everytime they open the app Wishlist - Once in two month Add to cart - Once in two months Buy - Once in three months	Open the app - Once in 3 months or On communication Browse - Everytime they open the app Wishlist - Once in 3 months Add to cart - Once in 2 months Buy - Once in 4 months
Willingess to Pay	Low Are seeking the latest trends on best price. Will only shop if they see it as aspirational. Not app loyal, will switch if same/similar product is present on any other marketplace at a cheaper price from another brand	Moderate Seeking trends at good price. Would switch to other marketplaces, but choose to buy from a known brand instead of an unheard brand	Moderate - High Want the comfortable, easy to style pieces that will last. Open to try new brands if they see value in product, not too price sensitive, ready to pay a premium	High Will prefer to buy directly from the brand app/website/offline channel since they know what they want. Not price sensitive, will pay premium for a good experience
Problem Statement	Don't get trendy stuff at decent price. Brands are expensive	Traditional brand don't make trendy pieces	Discoverability is low for wardrobe staple pieces. Everything is going in a trend direction	Want ease of buying from the brand I like. No clutter, no non-sense buying experience. Discoverability of known styles should be quick

Jobs to be done:

With JTBD we want to understand why people do what they do. It's a functional need and personal /social need depending on our ICP.

Functional: All users want to ensure their basic need of fashion & clothing is covered. Levi's helps them ensuring they have both trendy/functional and comfortable clothes

Personal: Highly relevant for our Functionalists & Brand Loyalists where they want to ensure personal likes & comfort is met

Social: Budget Stylists & Fashion Seekers rely heaving on social proof, how they are perceived by their peers, and want to stand-out, make a statement or even be at par with the group.

Goal Priority	Tags	Budget Stylists	Fashion Seekers	The Functionalists	The Brand Loyalists
Primay	Functional	To cover my fashion needs	To cover my fashion needs	To cover my wardrobe needs	To cover my wardrobe needs
Secondary	Personal	To have trendy clothes	To have trendy but branded clothes	To have comfortable staples	To get the brand I like to wear
Secondary	Social	To be seen as trendy and on fashion	To be admired & aspired by friends & colleagues	NA	NA

Activation Metrics:

Let's start with defining when a user is considered as 'Activated'. I have broken down the core activation metric of conversion/purchase into smaller metrics which will help us know where the user is in the journey and are they in the right direction of final activation.

App Open Rate after installing - At least once Within 24 hours of installing the app
1. This is important to ensure prospecting customer feels the need to open the app to find value or the user will uninstall the app if it's not opened within 24 hours
Onboarding Complete - To be completed within 24 hours
1. If the customer has not gone through all onboarding steps they might never go through it again and drop off to uninstall the app
Browse / Search Action - Visit at least 2 collection pages in one week
1. To seek value we need to ensure customers have visited pages relevant to their segment and found something worthwhile to keep the app on their phones
Wishlist / Add to Cart - Add at least 1 product to wishlist or cart within 2 visits
Purchase - 1 order within 1 week
1. Levi's apparel has a frequency of 3, which means customers visit the product page at least thrice before finally making that purchase.
Repeat Purchase - Within 6 months

Key Metrics to be tracked:

App Open Rate
App Uninstalls
Daily & Monthly Active Users
Cohort Retention Rate - D1, D7, D30, D90
Daily Orders
Product & App Reviews
AOV per visit
Number of Red Tab accounts registered
First time coupon users

Key Statistics:

87% of users are active users. 13% dormant

4% of active customers convert into a final activation - Purchase

Visit to purchase frequency is 3:1 ratio. Final activation metric on a an average needs 3 visits to complete
30% of users are female; 70% male
~75% of users are repeat to the brand. Have bought Levi's from other channels
User Acquisition Cohort

Onboarding Teardown

Levi's is relaunching its India App, with key changes. Organically we have had 8-10% of organic business being driven from the app. The target like mentioned at the start is to drive 65% of DTC business through App.

Let's start with understanding why a user will download a Levi's App:

Trust to buy directly from the brand
Highly personalized experience
Better offers, delivery timelines
Loyalty Benefits
Transcend the offline store customer to a online app customer

To give the above experiences, it's very important that we convey the same through each step of the app.

Link to the teardown: Onboarding Teardown - Shraddha Gupta.pdf

(I had to skip the play store & app store screenshots as we have currently de-published the app for relaunch on the 30th of June, but have added the content & page screenshot that was uploaded earlier on the store.)