Levi's Commuter Opportunity

A 4000 word report on a brand opportunity identified for my chosen brand; Levi's.

The opportunity I identified was to reintroduce Levi's commuter clothing range, which was a collection of some of Levi's popular designs, such as 505 jeans, and adding innovative and functional features to the garments. Such as reflective strips on the jeans or a stretchier fit, to adhere to the needs of a commuter who cycles to work.

This collection was released in 2011 and was discontinued in 2018 because of; the cost of production, a smaller commuter market size at the time, and competition like Rapha.

However, my argument for revitalising the collection was that the commuter market has evolved considerable since 2018, specifically due to the global pandemic and the growth in e-bikes and e-scooters use (e.g. Lime). Also, the increase in more casual work attire such as jeans and chinos.

This report required skills in;
Trend analysis & forecasting
Application and analysis of business models and theories (see images)
Range Planning
Competitor Research
Visual Presentation

Outcomes;
Gained insight into the commuter clothing market
Increased my interest into functional fashion and sportswear
I learnt that I need to improve my time management skills to leave enough time to present my work visually and aesthetically.