2 I imagine my audience is mostly male or female age 15 - 45. I have such a huge range, that I decided to just create jeans for my demographic. Male, age 25 - 40. I'm specifically creating an ad for Made & Crafted.
3 is a popular brand, probably not on the higher end of jean fashion, however they make a range of quality apparel.
4 I want them to feel like Levi is working for them. That it's not just a dependable name, it also creates a custom individual pair of pants for its customers.
5 all jeans are made for a generic body type, some brands fit people better than others. Why not have the perfect fit, a pair of jeans tailored to the individual. Not much needs to be proven, it's mostly finding an audience that wants a custom fit and letting them know it's now available.
6 Levi Strauss' essence is the hard working cowboy. The man who built his company from the ground up. Levi sells customers an attitude that men can wear. Men's fashion is quite big right now, and I think guys are ready on a mass market to purchase jeans to fit them, not just their ideal attitude.
7 The key emotion Levi needs is the working hard creating the jeans you'll be working hard in. I have the image of people had crafting rivets, and zippers and sewing denim in a rustic workshop.
8 audience, Im interested in the audience of GQ magazine. Business men, sales men and fashionable guys with high expectations and above average salaries.
10 I think its less about looking sexy in jeans and more about the hand crafted aspect of the product.
11 the fact the jeans can be custom made.
12 I would like them to buy these jeans, talk about them to their friends, and visit Levi.com to get more information.
http://www.thisiscolossal.com/2011/02/todd-mclellan-deconstructed/
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