Levi's®
For the Levi’s core brand, we conducted dozens of ongoing ethnographies with both trendsetter and mainstream consumers. These studies, known internally as “wardrobe studies,” brought both consumer segments to life and gave specific guidance on fit, style, and finish direction, as well as marketing strategies. Designers and merchants claimed to be “addicted” to the wardrobe studies, because our findings allowed them to fortify their knowledge from the design world with the reality of the consumer world. We conducted at least four wardrobe studies a year for five years, among both male and female teens as well as adults.

Levi Strauss Signature
For the less expensive LSS brand, we conducted a series of focus groups to help fine-tune the LSS fit and finish offering to the preferences of the Wal-Mart target. This study was initially conducted for one male fit; then, because the findings were instrumental to key decisions, it was expanded to include other men’s fits as well as women’s fits.

Dockers
For Dockers Women, we helped the design and merchandising teams implement a co-creation project that resulted in innovative product ideas. The project involved a series of brainstorming sessions that brought the Dockers team together with a group of articulate and creative target consumers over the period of one week. For several years before this, the men’s and women’s Dockers brands also relied heavily on ethnographic wardrobe studies similar to those conducted for the Levi brand.

Corporate
Outlaw has been repeatedly relied on for recruiting consumers to participate in corporate brainstorming sessions with senior management and designers. The consumers needed for these sessions are difficult to identify because they require a combination of specific style/brand orientations and an ability to seamlessly integrate themselves into the LS&Co. culture, along with confidence to speak about their style/shopping habits to a large audience.