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, I interviewed fellow fashion enthusiasts at UCSB. Using probing techniques like communication checks, negative laddering, and third-person probing, the interview explored why consumers appreciate the 501s’ baggy mid-rise fit. Interviewees highlighted the jeans’ 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!