Levi Strauss Consumer Research

Levi Strauss is an internationally-sold and recognized clothing line, founded on its denim jeans. When Levi Strauss sought to conduct new market research, they wanted to look past the over-utilized LA and NY- type markets. Seeking a big city comprised of progressive and passionate individuals, they came to Denver and Boulder, Colorado. And, in doing so, they looked to The Public Works for guidance and support.

In order to better understand their customers’ lifestyles, Levi Strauss sought to send eighteen product managers and designers into the Denver and Boulder markets. To ensure the success of this research excursion, The Public Works devised a three-day experience that immersed the group in the culture of each city, and allowed the product managers and designers to meet face-to-face with consumers.  At the request of Levi Strauss, The Public Works located the “perfect consumers”, organized meetings in each city, and set up a photo studio at each location to document each consumer’s personal style choices.  The trip began with a Denver-wide bike tour on the Denver B-cycles (a bike sharing program).  We then transitioned directly into a meet-and-greet with some of Denver’s most creative and influential people. Day two shuffled the entire team between Denver and Boulder for consumer feedback sessions, and ended with a late night wrap-up before hitting the town. And, in true TPW style, we ended their trip with a recap meeting and “team building” experience at The Track, Denver’s best outdoor kart racing track.