LEVI'S/DOCKERS
"SLEEPOVERS"
THE
CHALLENGE:
•
Capture intimate knowledge of teen trendsetter thoughts and activities, specifically,
their likes and dislikes with regard to their sense of fashion.
THE
APPROACH:
•
Unobtrusively record the ins and outs of a teen sleepover that includes casual
focus groups and activities designed to gather the real dirt on teenage lifestyles
and their thoughts on fashion.
THE
RESULTS:
•
By using the comforts of home rather than a sterile research facility we are
able to capture the essence of being a teen.
•
Our “fly-on-the-wall” ethnography study tapes enhanced Levi’s
understanding of the demographic. Findings highlighted the need to develop a
variety of casual and loose-fitting jeans.
