WE ARE GEN
WE ARE GEN is a Levi's supported project that aims to enable, inspire and support the next generation of creatives.
This group project set by Levi’s UK was to explore the Gen Z consumer and how the brand could effectively engage with them. My job as project manager meant that I had to organise and arrange research opportunities as well as conduct and structure team meetings.
Our first research objective was to determine what Gen Z’s values, we did this through multiple online and offline surveys, personal interviews and two focus groups. Our main primary insight was that Gen Z felt they were underprepared for their futures and blamed lack of resources as the reason. This insight echoed the decline in creative education. Without this access to creative education, young people have a limited outlet for creative expression in school and their communities.
Our solution to this was to use Levi’s as a facilitator of creative education, by bridging the gap between creative education and Gen Z by providing resources and opportunities. WE ARE GEN is a multi-levelled project that aims to enable, inspire and support. The projects first year will consist of a project helping underprivileged youths, an educational tour, limited edition pieces, live events and inspirational campaigns.
Our hope for WE ARE GEN is that it will grow and continue to other cities combining with pre-existing Levi’s projects, to cement Levi’s position as a facilitator of future generations.
I learnt form this project how to communicate a concept that answered the brief which could be appropriately applied to the brand.
View the full report here: https://issuu.com/home/published/levi_s_report
Project Tags
Companies
Levi's
- Retail