The blue jean was invented by Leviís and the brand name is recognized globally. But Leviís is always seeking new customers and ways to adapt the blue jean to a variety of market niches. Recently the company agreed to let Glam Media, Inc. begin a new promotional campaign to target women.
The name of the campaign is ďLuv My LeviísĒ. A new micro website offers a variety of features designed specifically to interest women. There are fashion editorials and a Denim Dating Personality quiz. The point of the site is to enable women to create an emotional interest in the blue jean as a favourite piece of clothing.
The Senior Manager of Online Marketing for Leviís had this to say about the campaign: ďThe Leviís brand has long led the industry in both fit and style for womenís jeans. The ĎLuv My Leviísí program on Glam Media is perfectly designed to highlight our range of style and fits that make all women look and feel beautiful. The sheer reach of Glamís network to such a targeted demographic is without match, and they truly understand how to best translate brand messages online.Ē
Women will be able to get all kinds of information on the microsite which will enable them to determine which blue jean style will best fit their body shapes and lifestyles. Many women wear jeans to work with jeans or polo shirts and in the evenings or during recreational activities. The casual wear can serve many different purposes, and for some the jeans and t-shirt combination is a permanent wardrobe selection.
Leviís and Glam Media are collaborating in innovative ways. The two companies held an in-store event in New York which enabled Glam personnel to review the jean styles for editorial and advertising purposes.
(c ) Image by Jonathan Kendrick, www.sxc.hu/