LEVI'S REACHES GIRLS AS THEY DEVELOP OPINIONS ON BRANDS

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Levi Strauss & Co.'s "Levi's GirlsView" direct mail program wants to get to know 7-to-12-year-old girls better and speak to them when they're starting to form brand opinions.

"We've done one-offs [one-shot mailings] before, but this is more of a long-term relationship that we're trying to explore," said David Lee, senior advertising manager in the Levi's Brand Marketing division. "If they express an interest in particular activities or styles of clothes, we can speak to them in those terms."

The first in a four-part mailing, created by Miller/ Huber Relationship Marketing, San Francisco, went out last May. The second (see picture above) was sent in September and pulled a 14% response. A third mailing went out last December, and the fourth hits next month.

25,000 YOUNG LADIES

All mailings were sent to a 25,000 sampling. After May, the test phase ends and the universe is expected to widen for a national rollout.

"It's a representative sample," Mr. Lee said. "We'll consider speaking to more people if it does well. We won't know until we read the last part of the test, but I'm confident it's done everything it's supposed to do."

The mailings include business reply cards, posing multiple-choice questions like "How often do you shop for new jeans?" "What do you do for fun?" and "How do you feel about Levi's jeans?"

The mailings also tout a promotion with stickers to collect and redeem, along with prior Levi's purchase receipts, for a Levi's-branded T-shirt or coin purse.

Mr. Lee stressed Levi Strauss isn't solely interested in response rates: "We're trying to measure on an attitude level, as well as a response level. We want to find out how they feel about the brand."

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