Brief Explanation

Levi’s Korea transformed itself from a brand caught in between luxury and fast-fashion to a brand that re-invented the local perception of style. It escaped the ever changing, celebrity-endorsed clutter of the category and drove sales and consumer advocacy by stretching the limits of what is seen as personal expression. Considering Korea’s highly saturated apparel category, consumers were unclear about Levi’s positioning in the market. So, in 2012 Levi’s recognized that young Korean consumers are more than just blind trend-followers and offered them a more timeless interpretation of style. Levi’s Korea decided to utilize its line of stretchable jeans and partnered with the Korean National Ballet to create a mesmerizing performance in the denim. Matched to an original score and choreography, the ballet was showcased on TV and online media, where people could interact with the collection. Through word of mouth alone - within less than a week into the campaign - the ballet saw over 100,000 views on YouTube –. The featured jeans were a sell out and to top it all off, the market recognized that style is not all about the latest trends, with other brands similarly offering more timeless and graceful interpretations of style.