On August 4th, 2014, Levi's began "Live In Levi's" project, as part of a new global campaign. This Project makes an incredibly easy and accessible touch point between marketing managers, Levi's ,and consumers of Levi's. Consumers were able to upload photos of themselves wearing Levi's product, and share their stories of Levi's products onto social media platforms such as Facebook, Twitter, and Instagram using the hashtag #liveinlevis. In their press release, Levi's stated, "The intention of the project is to celebrate how the world lives in Levi's® by blending storytelling with social media and ecommerce on a global scale". The project got a lot of response and also increase the buzz about the Levi's brand and more importantly created a platform where consumers can directly share their experiences with their beloved brand.
Since its establishment in 1853. Levi's have managed to not only be the first but the most recognized denim company in the world. Levi’s products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 2,800 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2012 net revenues were $4.6 billion. The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations. Levi's success for generations is through effective research by making sure its product reaches consumers from different part of the world. Constant research and effective management has been the corner stone of their success.
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