Media Plan Support Page

Secondhand Industry & Levi’s SecondHand Profile

—————————————- first paper:

Secondhand/Resale Industry

Company Overview

About the Levi Strauss company:
- Read and use information from this page, and the subpages within.
- Be sure to understand what Levi Strauss & Co. is doing related to sustainability.
About Levi’s SecondHand:
- You’ll spend a lot of time looking around the Levi’s SecondHand website.
  - Be sure to use read and use these pages of the site:
    - About — Be sure you understand the SecondHand program and how it works by reading and watching videos on this page.
    - Circular Fashion and the Art of Repurposing — Be sure you understand why consumers are motivated to repurpose clothing.
    - Where can I trade in my used Levi’s?
    - Read this page for how trade-ins work and read about trade-in details in this FAQ area.

——————————————— second paper:

Target Audience

Demographic Elements of Secondhand Shoppers

Use relevant information from ThredUp’s 2021 Fashion Resale Report, especially age-related information.
- PDF of the report
You’re only focusing on age only, so, you don’t have to cover any other demographic elements.
Write about all of the potential target groups, but your focus will be Gen Z.
- Look hard at the “Transforming Closets” and “Who Thrifting & Why” sections. Pull as much information as possible about why Gen Z buys secondhand, how they buy secondhand, and anything at all related to Gen Z’s interest in secondhand.

Psychographic Elements of Secondhand Shoppers

Use relevant information from all of your sources to describe why Gen Z is interested in secondhand clothing.

Geographic Target

Read about top cities in the U.S. for thrifting.
Study the number of retail locations in the United States and study the map links in the next bullet.
Explain why you believe Los Angeles and Columbus, Ohio, were chosen as the two cities/metropolitan areas as the focus for your media plan.

Why My Target is the Perfect Match for Levi’s SecondHand

For this section, you are “connecting the dots” of your paper.

Connect the dots — here are some made-up examples of what that means(this stuff isn’t real, don’t use it in your paper!):

My target wants…
- Gen Z is 68% more likely to follow influencers who focus on secondhand fashion.
- etc.
Levi’s SecondHand offers…
- SecondHand provides patches to customers who submit personal secondhand stories. This allows the customers to publicly display their secondhand interest.
- etc.

There are MANY dots to connect, I’m just giving you two examples to get you started.

————————————————— media plan:

See the assignment page, here.

Support Pages: