Hierarchical Value Map: Levi’s 501 Jeans

This laddering assignment analyzes Levi’s 501 jeans, an iconic product from Levi Strauss & Co. known for its durability, classic fit, and cultural significance. The jeans have remained a best-seller for over 150 years, valued for their quality craftsmanship and influence in fashion. Levi’s emphasizes originality, sustainability, and social responsibility in its brand identity.

To assess consumer perceptions, the author interviewed Mallory Olsen, a 21-year-old UCSB graduate and fashion enthusiast. Using probing techniques like communication checks, negative laddering, and third-person probing, the interview explored why consumers appreciate the 501s’ baggy mid-rise fit. Mallory highlighted their ability to flatter various body types, providing all-day comfort and boosting self-confidence. Further discussion revealed that these benefits contribute to an enhanced sense of body positivity and increased self-esteem for wearers. Read the full A+ paper here!