How consumers impact brand values

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[Liza Koshy] Hey y’all, what up? It’s your girl Liza

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[Liza Koshy] Koshy you may recognize me from YouTube.

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[Liza Koshy] I am a content creator.

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[Jen Sey] Hi everyone my name is Jen Sey. I am the

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[Jen Sey] Chief Marketing Officer at Levi’s.

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[Liza Koshy] I am so excited to speak to a woman who

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doesn’t stop herself. I’m ready to start

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There’s a way in which we speak today on

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our platforms, in person,

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online, wherever. It’s so different, it’s

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evolved so much from

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from the past, but what makes today’s

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[Liza Koshy & Jen Sey] than other generations? Well, I think they

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[Jen Sey] expect to have a voice. I mean social

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media has created this world where not

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expect it, but they expect you to pay

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attention instantly. We don’t say

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this is the one style and one way to

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wear Levi’s. People have always

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taken a pen to their Levi’s made them

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their own. They’ve all

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sort of co-created customized Levi’s.

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They’ve told stories, but now with social

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media, those stories are projected and

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amplified. That sort of relationship with

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the consumer, now, is much more public

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That’s what we’re trying to do and, in

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doing so, connect with

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younger consumers who expect you to be

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truthful and authentic.

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Our former CEO Bob Haas, who is a direct

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descendant of Levi Strauss himself,

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used to say that Levi’s is the youngest

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oldest brand in the world.

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I try to use the Levi’s platform to

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educate people around

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issues of you know sustainability, LGBTQ

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equality, racial equality, criminal

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justice reform, all these things that we

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What is it that you hear from from your

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about sustainability? What are they saying? How

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[Jen Sey & Liza Koshy] engaging in this issue? Piggybacking off

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[Liza Koshy] what you just said,

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getting more bang for your buck is

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exactly what this generation is doing.

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And, it’s getting more bang for others

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It’s thrifting. Up-cycling is huge.

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It’s a story that never ends. You get to

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reinvent it and recreate it as many

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My jeans are vintage, if you will

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consider some such. These are from

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So, I am I am minimizing myself

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by wearing these over and over again. And,

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the blue dye has stayed. I will tell you

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I’m the youngest of three kids, so

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hand-me-downs was something that I got

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all the time. So, I feel like

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it’s been in my story to re-wear, re-rock

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anything in a brand new way. I think

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I think it’s awesome just giving a new

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life to, you know, stuff that you

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[Liza Koshy & Jen Sey] already