Denim brand Levi's launches a global online community
Wednesday 20 October 2010
Denim label Levi's has launched ShapeWhatsToCome.com, a global online community where young women around the world can connect with peers and mentors to seek advice. The social media initiative debuted in the United States, Japan and the UK on October 18, and allows users to connect with 20 Levi's ambassadors.
The ambassadors range from up-and-coming artists to 20-something entrepreneurs. They include the likes of Tammy Tibbetts, 24, founder of She's the First, which harnesses social media to fundraise for girls' education in the developing world, and photographer Lauren Dukoff, 25, who has filmed stars like Lady Gaga and Beyoncé. The ambassadors will post blogs and webcasts on the community webpage on how they achieved their goals and became as successful as they are today.
The site is interactive so users are encouraged to create profiles describing their future goals and list their professional experience. They can also tick a box to indicate whether they'd like to connect with an ambassador involved in design, film, animation, photography, education or entrepreneurship.
On why the online community will specifically target Millennials (ages 25-29), Levi's VP of Global Women's Marketing Mary Alderet said, "Today young women face more opportunity in their twenties than any other generation of women before them. It's important we understand their mindset and their cultural and societal impact." ShapeWhatsToCome.com is intended to become, in Alderet's words, "a global platform of women coming together to share, inspire, grow and shape their lives."
ShapeWhatsToCome.com may be the latest social web tool to be launched by a jeans company, but it's not the first. In 2007, Italian label Diesel rolled out a similar initiative to promote its Fall/Winter 2007 Collection when it set up the Denim Dating service, a fully-functional dating website that allowed users to post personal ads that were advertised on the homepage of Diesel.com. The service is now defunct.
Life & Style blogs
Astrological signs are almost all wrong, as movement of moon and sun throws out zodiac
Professional wine tasters putting teeth at risk, study finds
Clocks change: how to make sure iPhone and smartphones automatically ‘spring forward’
NHS property sale could raise £7.5bn to help pay off its growing deficit and free up space for housing
Gay marriage, one year on: Couples mark first anniversary of same-sex marriages
- 1 East 17 bandmember Brian Harvey in 'very desperate situation’
- 2 Is this bridge haunted by the ghost of nu rave?
- 3 Woman filmed launching racist tirade against men on the Tube for speaking in 'own lingo'
- 4 The West has it totally wrong on Lee Kuan Yew
- 5 Scientists have discovered a simple way to cook rice that dramatically cuts the calories
£6 per hour: Recruitment Genius: This is an exciting opportunity to join a gro...
Negotiable: Recruitment Genius: A Service Delivery Manager is required to join...
£12000 - £24000 per annum: Recruitment Genius: A opportunity has arisen for a ...
£32000 - £38000 per annum: Ashdown Group: A successful accountancy practice in...