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Launching "Baggy Britches": A Survey to Redefine Comfort in Unisex Jeans for All Ages

As the head of the marketing team at Levi Jeans Inc., we are excited to unveil our new unisex product line, "Baggy Britches," aimed at ages 18-45. Initial surveys indicate a strong design preference, with 84% of participants favoring our concept. We are conducting a comprehensive survey, targeting 6,000 to 13,000 participants globally, gathering demographic data and shopping preferences. Following feedback, we adapted our questioning to ensure comfort and sensitivity. Join us in shaping the future of denim!

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Launching "Baggy Britches": A Survey to Redefine Comfort in Unisex Jeans for All Ages

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  1. “Baggy Britches”

  2. Head of the Marketing team at Levi Jeans Inc. • Working on new product line called “Baggy Britches” • Unisex • Target age 18-45 • Preliminary surveying showed 84% of respondents favored the design Background

  3. You have been tasked with creating a full scale, survey: • Local, National, and International • 6,000-13,000 participants • Target Population: • Men and Women • Ages 20-38 Physical

  4. Demographic Information • Age • Gender • Location • Occupation • Income • Shopping Preferences • How much do you pay for a pair of jeans? • Where do you buy the majority of your clothes from? • Sizing • Do you prefer jeans that fit snugly around the (body part)? Developing the Questions

  5. Facebook • Charged by the click • Around $4000 for 10,000 clicks • 5% off next Levi’s Purchase • Receipt Codes • Survey information will also be printed on the bottom of Levi's receipts • 10% off coupons in exchange visiting a website and taking the survey. Distributing the Survey

  6. Argument: • The survey will not reach the target audience • Response: • Questions include demographic data • Facebook advertising allows you to choose many different ways to target specific groups of people. Argument

  7. A specific question on the survey is receiving negative feedback • “Jeans that are roomy around the thighs are kind of jeans I like to wear.” • Participants feel the question suggests that they wear or prefer plus size clothing. • Participants suggest rewording the question • 14 participants demand personally written apology Emotional

  8. Reword the Question • Remove the word roomy • "I like jeans that fit loosely around the thighs.” • Apologize to the participants • Apologize for the misunderstanding • Reiterate to the participant that the question was not intended to suggest a preference to plus size clothing • Include a 10% off coupon • Hand-sign letters to the 14 participants Solution

  9. Argument: • The reworded question will still result in more complaints • Response: • While the company strives to be sensitive to our customers' thought and beliefs, it is inevitable that there will be complaints. Argument

  10. Disgruntled Employee • Did not feel fully included in all of the stages of the process • Felt others ideas were favored over their own • Cite individuals as “bossy” or “lazy” • Survey Interviews • New project • Interview select individuals from the from the survey you conducted over the “baggy britches” jeans • Disgruntled employee will also be involved Circumstantial

  11. Put the employee in charge of the interviews • Chance for the employee to prove his skills • Employee will feel more included in the process • Supervise the process • Keep a close eye on the project's performance • Step in if the project begins to fail Solution

  12. Argument • The project will fail due to the employee's incompetence • Response • You will continue to keep a close eye on this employee and the project • Will step in and take control if the project is not going well Argument

  13. Survey accomplished every goal. • Provided reliable data regarding customer views on "baggy britches" jeans. • Reworded the offensive question • Received no further complaints regarding the question. • Employee took full charge of the survey interviews. • Process went very smoothly • Employee was able to prove himself as a valuable employee to the company. • Have put him in charge of another project as a result. Result

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