{"id":4665,"date":"2023-07-10T09:39:26","date_gmt":"2023-07-10T09:39:26","guid":{"rendered":"https:\/\/alettafocusmarketing.com\/levis-education-based-campaign\/"},"modified":"2023-07-26T17:01:05","modified_gmt":"2023-07-26T17:01:05","slug":"levis-education-based-campaign","status":"publish","type":"post","link":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/","title":{"rendered":"Levi&#8217;s education-based campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">How did Levi&#8217;s make &#8216;Business Casual&#8217; the standard for the American workplace? \ud83d\ude0e<br\/><br\/><strong>Levi&#8217;s best ad campaign &#8211; &#8220;Casual Business Wear&#8221;<\/strong><br\/><br\/><strong>Year<\/strong>: 1992<br\/><strong>Media<\/strong>: printed<br\/><br\/>In 1992 Levi&#8217;s sent a brochure to 25,000 HR departments in the USA. This booklet proved to be the key to solving Levi&#8217;s sales slump. Increasing competition from low-cost products abroad has eroded their profits. <br\/><br\/>Levi&#8217;s has identified a unique business opportunity: a new trend has emerged that favours casual clothing for the workplace. However, not everyone agreed, believing that &#8220;casual&#8221; had been misinterpreted and given the green light to inappropriate and unprofessional dress.<br\/><br\/><em>Business casual is a style of dress that falls between formal (business formal) and casual (casual). This style is generally accepted in the workplace, where it is not necessary to wear a traditional business suit, but where a professional and neat appearance is still expected.<\/em><br\/><br\/>Levi&#8217;s thought that the casual dressing trend was here to stay. Their marketing team decided to create a guide to everyday business dress. Their booklet included proper guidelines for &#8220;business casual&#8221; dressing, with Levi&#8217;s products featured in the guide. A disguised advertising campaign! <\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"539\" data-id=\"4518\" src=\"http:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-1.jpeg\" alt=\"\" class=\"wp-image-4518\" srcset=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-1.jpeg 720w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-1-300x225.jpeg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"708\" data-id=\"4521\" src=\"http:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-6.jpeg\" alt=\"\" class=\"wp-image-4521\" srcset=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-6.jpeg 1000w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-6-300x212.jpeg 300w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-6-768x544.jpeg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"496\" data-id=\"4519\" src=\"http:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-5.jpeg\" alt=\"\" class=\"wp-image-4519\" srcset=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-5.jpeg 700w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-5-300x213.jpeg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"496\" data-id=\"4522\" src=\"http:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-4.jpeg\" alt=\"\" class=\"wp-image-4522\" srcset=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-4.jpeg 700w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-4-300x213.jpeg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"496\" data-id=\"4520\" src=\"http:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-3.jpeg\" alt=\"\" class=\"wp-image-4520\" srcset=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-3.jpeg 700w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-3-300x213.jpeg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"539\" data-id=\"4523\" src=\"http:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-2.jpeg\" alt=\"\" class=\"wp-image-4523\" srcset=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-2.jpeg 720w, https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2023\/07\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-2-300x225.jpeg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\"><br\/><strong>Why was Levi&#8217;s advertising campaign so successful? <\/strong><br\/><br\/>The best ads don&#8217;t always look like ads. The campaign was designed to solve consumers&#8217; problems by answering the question &#8220;What is everyday business wear?&#8221;.<br\/><br\/>The foundation of Levi&#8217;s success was education, building a campaign that consisted of educational materials. This motivated the HR managers to distribute Levi&#8217;s advertising to the target audience in a way that felt authentic and natural.<br\/><br\/>By creating the guidelines, the brand promoted itself as a solution to a growing problem. Levi&#8217;s innovative campaign has opened up a new market for workwear for a whole generation of professionals.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Levi&#8217;s best advertising campaign: results <\/strong><br\/><br\/>When Levi&#8217;s started its campaign, only 66% of companies had a dress code. Three years later, this figure has risen to 90%. For 1995, Levi&#8217;s reported a 10% increase over the previous year, amounting to $6.2 billion.<br\/><br\/>This &#8220;out of the box&#8221; thinking has led to this brilliant and bold move being one of their best advertising campaigns to date. \ud83d\ude46\u200d\u2642\ufe0f<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 1992, Levi&#8217;s sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for &#8220;business casual&#8221; dressing with Levi&#8217;s products. The campaign aimed to answer the question &#8220;What is business casual dress?&#8221; and used an educational approach to promote the brand as a solution. As a result, in three years, companies increased their dress codes from 66% to 90% and Levi&#8217;s achieved a 10% increase.<\/p>\n","protected":false},"author":2,"featured_media":4590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[118],"tags":[121,244,236,238,239,231,240,241,360,243,229,237,155,148,242],"class_list":["post-4665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-have-fun-en","tag-advertisement","tag-business-en","tag-business-2","tag-campaign","tag-casual-en","tag-casual","tag-dressing","tag-education","tag-education-based-campaign","tag-innovative","tag-levis","tag-levis-en","tag-marketing-en","tag-marketing","tag-successful"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Levi&#039;s education-based campaign - Aletta Focus Marketing<\/title>\n<meta name=\"description\" content=\"In 1992, Levi&#039;s sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for &quot;business casual&quot; dressing with Levi&#039;s products. The campaign aimed to answer the question &quot;What is business casual dress?&quot; and used an educational approach to promote the brand as a solution. As a result, in three years, companies increased their dress codes from 66% to 90% and Levi&#039;s achieved a 10% increase.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Levi&#039;s education-based campaign\" \/>\n<meta property=\"og:description\" content=\"In 1992, Levi&#039;s sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for &quot;business casual&quot; dressing with Levi&#039;s products. The campaign aimed to answer the question &quot;What is business casual dress?&quot; and used an educational approach to promote the brand as a solution. As a result, in three years, companies increased their dress codes from 66% to 90% and Levi&#039;s achieved a 10% increase.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Aletta Focus Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-10T09:39:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-26T17:01:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2018\/10\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp\" \/>\n<meta name=\"author\" content=\"Nagy-Kozma Aletta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Levi&#039;s education-based campaign\" \/>\n<meta name=\"twitter:description\" content=\"In 1992, Levi&#039;s sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for &quot;business casual&quot; dressing with Levi&#039;s products. The campaign aimed to answer the question &quot;What is business casual dress?&quot; and used an educational approach to promote the brand as a solution. As a result, in three years, companies increased their dress codes from 66% to 90% and Levi&#039;s achieved a 10% increase.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2018\/10\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nagy-Kozma Aletta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/\"},\"author\":{\"name\":\"Nagy-Kozma Aletta\",\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/a98bbb7c22a5451b2bc3396f4f4d2912\"},\"headline\":\"Levi&#8217;s education-based campaign\",\"datePublished\":\"2023-07-10T09:39:26+00:00\",\"dateModified\":\"2023-07-26T17:01:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/\"},\"wordCount\":346,\"publisher\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/a98bbb7c22a5451b2bc3396f4f4d2912\"},\"image\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/alettafocusmarketing.com\\\/wp-content\\\/uploads\\\/2018\\\/10\\\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp\",\"keywords\":[\"advertisement\",\"business\",\"business\",\"campaign\",\"casual\",\"casual\",\"dressing\",\"education\",\"education-based campaign\",\"innovative\",\"levi's\",\"levi's\",\"marketing\",\"marketing\",\"successful\"],\"articleSection\":[\"HAVE FUN\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/\",\"url\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/\",\"name\":\"Levi's education-based campaign - Aletta Focus Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/alettafocusmarketing.com\\\/en\\\/levis-education-based-campaign\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/alettafocusmarketing.com\\\/wp-content\\\/uploads\\\/2018\\\/10\\\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp\",\"datePublished\":\"2023-07-10T09:39:26+00:00\",\"dateModified\":\"2023-07-26T17:01:05+00:00\",\"description\":\"In 1992, Levi's sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for \\\"business casual\\\" dressing with Levi's products. 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As a result, in three years, companies increased their dress codes from 66% to 90% and Levi's achieved a 10% increase.","twitter_image":"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2018\/10\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp","twitter_misc":{"Written by":"Nagy-Kozma Aletta","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/#article","isPartOf":{"@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/"},"author":{"name":"Nagy-Kozma Aletta","@id":"https:\/\/alettafocusmarketing.com\/en\/#\/schema\/person\/a98bbb7c22a5451b2bc3396f4f4d2912"},"headline":"Levi&#8217;s education-based campaign","datePublished":"2023-07-10T09:39:26+00:00","dateModified":"2023-07-26T17:01:05+00:00","mainEntityOfPage":{"@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/"},"wordCount":346,"publisher":{"@id":"https:\/\/alettafocusmarketing.com\/en\/#\/schema\/person\/a98bbb7c22a5451b2bc3396f4f4d2912"},"image":{"@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2018\/10\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp","keywords":["advertisement","business","business","campaign","casual","casual","dressing","education","education-based campaign","innovative","levi's","levi's","marketing","marketing","successful"],"articleSection":["HAVE FUN"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/","url":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/","name":"Levi's education-based campaign - Aletta Focus Marketing","isPartOf":{"@id":"https:\/\/alettafocusmarketing.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/#primaryimage"},"image":{"@id":"https:\/\/alettafocusmarketing.com\/en\/levis-education-based-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/alettafocusmarketing.com\/wp-content\/uploads\/2018\/10\/alettafocusmarketing-blog-a-levis-oktatas-alapu-kampanya-cim.webp","datePublished":"2023-07-10T09:39:26+00:00","dateModified":"2023-07-26T17:01:05+00:00","description":"In 1992, Levi's sent a brochure to 25,000 HR departments in the USA, presenting the guidelines for \"business casual\" dressing with Levi's products. 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