Audience Analysis Worksheet

Primary dimensions of audience analysis:

Analysis Category Criteria Analyze your audience (You)

Behaviour Go back to the way you use this brand: think This is my go-to outwear apparel
How do you USE carefully about when you use it, what benefits that is easy to wear and
and BUY this brand you seek, how you use it, what type of user you comfortable fitting. It’s the only
(you love)? are, how engaged you are, at what point in the brand that has my style of
customer journey you find yourself. Do the clothing which is casual and
same thing with buying: where do you buy, simple. I don’t get too worried
when do you buy, how often. Write all this about its fitting and my image
down with as much detail as possible, because I know it fits me well
separating usage from purchase. with my body type. The jeans and
jackets interest me more than
their T-shirts and I rarely buy new
ones since I’m too satisfied with
the clothes I have.
Psychographics Think about your openness to innovation. Think I prefer brands that are
(Values, Attitudes carefully about the types of brands you love: innovative and affordable rather
and Lifestyles): Are they innovative brands? Prestigious brands? than prestige yet it must have a
What type of Value brands? Well-known Brands? Finally, try reputation. Because I come under
general personality to look for your own values and lifestyle choices middle class group, high end
traits are behind – can you see a pattern? brands don’t really associate with
these choices? our lifestyle of being natural and
unpretentious rather it fits for
being classy and stylish.
Needs and Think carefully about your needs: are they As a self-conscious person, I find
Motivations individual needs? Social needs? Physical needs? brands that aren’t too much
WHY you are doing What internal drive pushes you to resolve those about exposure and authority.
what you are needs? But my personality motivates me
doing? to showcase the brands I
purchase and having a style of my
own.
Demographics Are you more urban or rural? Or suburban? I am more urban since I live in the
Are you more Think about a broad age group. Establish a city. The age group ranges from
urban or rural? Or geographic location, some brands are local or 16-40 in South of Bangalore. It
suburban? regional will be a regional brand
Psychological What do you know and believe about your Because people are always
brand? What might you want to know? What do looking for new designs and styles
you need to know? What are the most of clothing, it’s a question of
important values to you? whether people would still buy
contemporary clothing or not.
Casual apparel might appear
boring unless it is worn differently
and would emulate your
personality in your clothes.
Important values to me are being
real, authentic, simplicity,
sustainability and empathetic
Contextual What are you expecting from the brand? I expect the T-shirts to have
better cuts and minimal design.
To align with your audience, how can you define/ enhance your brand?

This brand is about being comfortable with yourself with style and being original and authentic. It is a
celebration of democratic and inclusive ideals that connects people of all backgrounds. Nothing is over the
top; it is versatile apparel and a simple reflection of who you are. Living in Levis captures what it means to
wear them.
User Persona
Name: Riya
Age:25
Occupation: An Intern at an advertising firm
Location: Bangalore, IN
Family: Parents, younger brother in school

Values: Responsible, Creative, Worker, Honest, Sentimental,

Courageous, Original

Personality: Ambivert, straightforward, generous, competitive

Goals: Become independent and successful in life, aspires to become

a director of a design firm and make a name for herself.

Hobbies: Painting, Reading, Photography, Walk with her dog, Video

gaming

Preferred Channels: Social Media(Instagram, Linkedin, Tumblr,

Twitter, Pinterest), Streaming sites(Netflix, Amazon Prime, Spotify)
 CREATED FOR: LEVI’S DATE:2-4-21

The BrandStrategyCanvas CREATED BY: Pallavi Kiragi VERSION:

Customer/User Insight A
What do people think and feel regarding the category?-–People think wearing Levi’s make them look cooler, young and free. It’s also comfortable clothing for casual outings and feel
authentic to their personality.

How are you relevant to those needs or desires? – It has all the attributes as an apparel brand that attracts the exact target audience. There is a huge range in every pattern, size and price
of the apparel.
What problem(s) do you solve for them? – Solves body insecurities for young girls, Comfortable wear, Long durability
What benefits of your company/product are most valuable to them? – Best quality of denim material, trustable among competitors

Competitive Environment C
What concepts and conventions define the category? – Accessibility (a global brand and easily available in major countries), Convenience (In terms of availability, size, price level and design
patterns), Variety (Jeans – slim fit, skinny, straight etc. Jackets, T-shirts), Quality

What are your direct and indirect competitors? What defines them? – Lee, Wrangler, Pepe jeans, Diesel, Flying Machine – Some have a street wear concept and are more stylish and
trendier, some market other materials besides denim.

Where is the strategic void in the market? – Creator and dominating player in jeans/denim in the online market

Company/Product Features B
What is the simplest description of your product and what it does?-– Cultivating the culture of denim in its popular form of casual wear around the world. Jeans have captured the attention
imagination, and loyalty of diverse individuals

What aspects of that are different from everyone else? – It is marketed accordingly to gives us a feeling of Levi’s’ originality and meant for everyday wear as it is tough and can handle
terrains. Its flexible to any type of style and is broadly specializes in denim market (jeans, jackets, other accessories)

Rational Benefits C D Brand Positioning Statement Company Values

What are the tangible benefits of the product? Must meet all five criteria: 1. What are the values of the
Which benefit is unique or most important? important, unique, believable, actionable, sustainable. company?
2. How do the values of the founder’s influence
- Penetrate market through multi-channel company values?
approach (outlets, supermarkets etc.) An Audience For: Women and men of all ages 3. How do company values influence your
product, culture, or customers?
-Consistency in providing good quality Who are they and what is their who like fashion and can afford to buy
jeans most important psychographic quality clothes. Also, who are 1. Empathy, Integrity, Originality, Courage
-Campaigns that target youth and current need or desire as it relates to concerned with the environment
trends the 2. – Listen and respond to the needs of the
and sustainability of the planet customers, employees and other
-Made a push into non denim categories
which helps in providing new growth stakeholders - Ethical conduct and social
B Description LEVI’S is: responsibility characterize our way of doing
opportunities
What is the simplest business - Break the mold through
- Customization and personalization are A brand for true originals and innovative products and practices
increasing customer expectations for one’s description of the product?
retail experience Or what is the broader, more quality at heart 3. -Being authentic and innovative
strategic frame of reference? -Courageous and standing by the
conventions and acting on customers
beliefs
C Benefit that: it is trusted by consumers,
What is the unique, primary trusted for innovation, performance,
benefit or point of difference style ,fit, sustainable. It listens to
of the product? shoppers and empowers them to help
Emotional Benefits E guide the company Brand Personality
What are the intangible benefits of the product? What are the brand’s human characteristics?
Which benefit is unique or most important? D Proof because: (Usually expressed as adjectives.)
What are the factual, meaningful Pursuing ways to reduce carbon
footprint by shifting to less intensive 1. Young
-The feeling of being strong, free and and provable reasons to believe modes of transport, reduce energy of
rugged the primary benefit or point? stores and promote sustainable grown 2. Comfortable
- Comfort and easiness that only Levi’s of difference? Better Cotton and sharing tips
3. Liberal
can provide
4. Sincere
-Sense of ownership and proud of E Payoff so that: 5. Reliable
one’s background
What is the ultimate emotional
-Being comfortable in their own skin,
payoff for the customer or user?
Daring, Satisfaction and 6. Contemporary
uplifting their self esteem Independent
Does it answer the need in the 7. Casual
-The ultimate canvas for authentic self-
expression audience section? 8. Original

Brand Essence Live in pride and confidence

What is the core idea or defining that Levi’s clothes are indeed
concept of the brand? Is it tangible for everybody who’s not just
or attitudinal? (Unique, succinct,
pithy, and ideally 2-4 words.) anybody.

Key Messages
What’s your story?

Levi’s is the pioneer for American apparel market and creates relationships with denim wear that is durable, high quality and comfortable. Youthful optimism &
energy are at the core of their DNA and continues to revolutionize the denim market from the youth cultural rebellion in 50s and 60s to the information age of
the new millennium

What are the most important and differentiating aspects of the brand?
How can you define them as quickly and interestingly as possible?

One of the most important aspect of Levi’s is sustainability – concept of eco jeans and production techniques that involves use of less water than traditional
methods. Growing quality cotton crops to better the environment and its farmers and eliminate use of harmful chemicals from the supply chain by introducing
screened chemistry method.

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