Scribd
Upload
3 views

Untitled document.docx 2

Levi's WellThread Collection focuses on sustainable fashion by offering denim products made from recycled materials and organic fabrics, aiming to reduce textile waste significantly. The brand's e-commerce strategy includes a digital campaign to increase online sales by 15%, penetrate the UK market with a 10% share, and enhance brand awareness through influencer collaborations. The customer journey is designed around the AIDA model, emphasizing user engagement, product education, and post-purchase interaction to foster a community around sustainable fashion.

Uploaded by

HASIN ORTHI
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
3 views

Untitled document.docx 2

Levi's WellThread Collection focuses on sustainable fashion by offering denim products made from recycled materials and organic fabrics, aiming to reduce textile waste significantly. The brand's e-commerce strategy includes a digital campaign to increase online sales by 15%, penetrate the UK market with a 10% share, and enhance brand awareness through influencer collaborations. The customer journey is designed around the AIDA model, emphasizing user engagement, product education, and post-purchase interaction to foster a community around sustainable fashion.

Uploaded by

HASIN ORTHI
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 6

Aims and Objectives

Product Range and Unique Selling Points


The fashionable sustainable fashion range Levi's WellThread Collection integrates
environmental and ethical principles within popular denim products. WellThread
features casual wear jeans together with jackets and t-shirts developed from recycled
fibres and organic cotton as well as unique hemp mix fabrics (Levi Strauss & CO.,
2015). Water<Less® technology combined with 100% recyclable clothing designs helps
WellThread become the sustainability champion in Levi's product line since it reduces
textile waste by an average of 96% (Levi Strauss & Co., 2019). Customers in the UK
market who prefer sustainable fashion goods now see sustainably designed products as
a major benefit against competitors because 57% recognise sustainability as critical for
their fashion shopping decisions (Ceron, 2024).

Business Objectives for the E-Commerce Launch


To become the UK's sustainable denimwear market leader, Levi's WellThread Collection
rolled out a digital campaign. The target businesses are:

❖​ Sales Growth: Levi's will experience a 15% rise in online sales due to

strategically designed digital advertising campaigns in the first half of the year
(Agnelius, 2025).

❖​ Market Penetration: Penetrate the UK sustainable denim market with the

strength of the Levi's brand and low-cost pricing to gain a 10% share of the
market.

❖​ Brand Awareness: Various influencer collaborations as well as environmentally

friendly information and consumer-driven actions will enhance social community


interaction with the brand by 30% (Roopak, Bandyopadhyay and Pradhan, 2025).
❖​ Customer Acquisition: Attract millennials and Generation Z shoppers to Levi's

eco-friendly customer base, becoming the focal customer groups involved in


spearheading sustainable fashion trends (Santos, Silva and Lopes, 2025).

WellThread by Levi's exists to revolutionize the denim clothing sector with eco-friendly
advertising that speaks to the growing UK market for ethically manufactured apparel.

Customer Flow

Overview of the Customer Journey


The shopping experience of Levi's WellThread Collection customers follows a structured
AIDA (Awareness, Interest, Desire, Action) process to enable easy user interactions
right from the moment of discovery of the product to the final purchase. People buying
sustainable clothing look for social proof as well as open information regarding the
ethics of the production process before they buy. Levi's must develop their digital
platform with users as the top priority so they excel at connecting with customers, run
easy transactions, and deliver clear environmental details about their products.

Customer Flow Process


Website Entry & Discovery

❖​ Users stumble upon the website through influencer marketing, paid ads, and

social media endorsements, as well as natural search results for sustainable


jeans in the UK market (Magdalena et al., 2024).

❖​ The webpage displays the WellThread collection with banners that give

information regarding sustainable material and recyclability along with water


conservation techniques.

Product Exploration & Education


❖​ When customers browse product pages on WellThread, they are shown buyer

reviews as well as eco-focused indicators and factory videos showcasing


responsible manufacturing practices.

❖​ As the customer browses, the system presents to the customers sustainable

design products that match their interests (Tabari, Colmekcioglu and Chen,
2024).

Purchase & Selection Choice

❖​ Customers decide to add wanted products to shopping cart after they evaluate

impact reviews and browse and engage with the stories and designs of the
products.

❖​ The Sustainability Score system within Levi's offers customers simple and direct

information about product environmental advantages (Magdalena et al., 2024).

Checkout & Payment

❖​ Patients are less likely to leave the checkout process when the system offers

multiple payment options through guest checkout with ethical shipping services.

❖​ An environmental commitment statement appears within Levi's customer service

domains to strengthen the company's sustainability approach.

Post-Purchase Engagement

❖​ Acquiring additional sustainable purchases leads to personalised sustainability

updates and satisfaction rewards after completing sustainable transactions.

❖​ The brand encourages user engagement by allowing them to share content on

social media through #WearSustainable while also allowing discounted product


replacements through Levi's clothing trade.
Levi's delivers an e-commerce experience that links to ethical fashion buyer needs
through simplified navigation while demonstrating transparency and integrating
sustainability content.
Reference list
Agnelius, I. (2025). Textilindustrins förberedelser inför införandet av ny EU-lagstiftning
om förstörelse av osålda produkter. [online] Lub.lu.se. Available at:
https://lup.lub.lu.se/student-papers/search/publication/9184759 [Accessed 9 Mar. 2025].

Ceron, T.S. (2024). UK Fashion and Sustainability Market Report 2024. [online] Mintel.
Available at: https://store.mintel.com/report/uk-fashion-sustainability-market-report.

Levi Strauss & CO. (2015). Introducing the Levi’s Wellthread Collection. [online] Levi
Strauss & Co. Available at:
https://www.levistrauss.com/2015/10/06/introducing-the-levis-wellthread-collection/.

Levi Strauss & Co. (2019). How Levi’s® Is Saving Water - Levi Strauss & Co. [online]
Levi Strauss & Co. Available at:
https://www.levistrauss.com/2019/03/25/world-water-day-2019-saving-h2o/.

Magdalena, R., Rauf, A., Majoul, B. and Singh, S.N. (2024). Proceedings of the 2024
9th International Conference on Social Sciences and Economic Development (ICSSED
2024). Springer Nature.

Roopak, R., Bandyopadhyay, C. and Pradhan, S. (2025). Eco-Stories That Stick.


Advances in marketing, customer relationship management, and e-services book
series, [online] pp.189–222. doi:https://doi.org/10.4018/979-8-3693-5395-0.ch006.

Santos, S., Silva, P. and Lopes, M. (2025). Exploring Social Responsibility and Social
Media Engagement. Advances in marketing, customer relationship management, and
e-services book series, [online] pp.223–244.
doi:https://doi.org/10.4018/979-8-3693-5395-0.ch007.

Silverstein, L. (2023). Is Levi’s Sustainable? [online] Elexyfy. Available at:


https://elexyfy.com/blog/are-the-most-iconic-jeans-on-earth-sustainable/.

Tabari, S., Colmekcioglu, N. and Chen, W. (2024). Emerging Trends in Consumer


Behaviour in the Service Sector. Goodfellow Publishers Ltd.

You might also like