Levis: A business model that can disrupt a one hundred and fifty year company Successful legacy brands are sometimes thought to have a hard time innovating and implementing disruptive ideas. We sought to create a business model that filled existing gaps for Levi’s Made & Crafted Collection Client: Levi Strauss / Business Model & Stakeholder, MBA in Design Strategy, California College of the Arts Date: May 2016 Fields of Work Business Model Innovation, User Research, Market Research. Challenge & Outcome Successful legacy brands are sometimes thought to have a hard time innovating and implementing disruptive ideas. Six years ago, Levi’s explored an opportunity for its expansion by creating a premium collection called Made & Crafted, in order to take advantage of a growing market: the premium denim. Nowadays, Made & Crafted needs to develop an exhaustive understanding of its market in order to reach its customer better and attract him to the premium expression of the Levi’s family. As a consulting team for our Business Models and Stakeholders course, we’ve been working with Levi’s Made & Crafted teams in the Bay Area to uncover the challenges related to the current business model. We have based our research on stakeholder needs and developed a complementary solution to their current model with a new and unique value proposition. Client: Levi Strauss / Business Model & Stakeholder, MBA in Design Strategy, California College of the Arts Date: May 2016 Fields of Work Business Model Innovation, User Research, Market Research. We sought to create business model options that filled existing gaps for Made & Crafted, uncovering: • Customer needs: How can LMC fulfill customer’s needs and what is important to THEM. • Brand Awareness: How can LMC deliver, and capture value for its takeholders?. • Differentiation: How can LMC create competitive advantages?Levi’s Made & Crafted customers seek authentic experiences in everything they do. Therefore, they need something beyond exceptional fit and comfort. Inspired by the unique manufacturing process of this collection, we propose to expand the Levi’s Made and Crafted experience through a quarterly subscription service that sends exclusive items and cool lifestyles objects from the regions in which the collection’s pieces are made or sourced. Our main strength is in partnering with emerging and contemporary brands for lifestyle definition and in using key channels in order to deliver a valuable experience to the customer while reducing the company’s costs. Every item of M&C will be an exclusive collector’s piece with a strong storytelling behind, allowing the customer to have access to different trendy items all over the world made with the finest materials.