VALS™ Lens Applying VALS™ to current events September 2014
In this issue:
In Fashion: Denim?
Levi Strauss & Co.—founded in 1853 in San Francisco, California—is known worldwide for its popular denim jeans—in particular, Levi's iconic 501s. In the 1990s, profits rose to close to $8 billion, thanks in part to Bruce Springsteen in Levi's on the cover of his album Born in the USA. Profits fell to half that amount by the late 2000s, when the company failed to offer baggy jeans sought by urban teens. Levi's enjoys a gold-rush pedigree and rock'n'roll status—the sort of authenticity that most brands crave. However, such authenticity is a double-edged sword. Levi's denim heritage makes it almost impossible for the company to capitalize on the current sportswear trend of athletic leisurewear, or athleisure: gym clothing as everyday wear. The Economist (12 July 2014) suggests that the company "bet on tradition" and move more upmarket; VALS™/GfK MRI fall 2013 data show that Levi Strauss would need to reposition the brand to execute this strategy. In the past 12 months, 13% of adult men and 8% of adult women bought Levi's clothing (jeans, shirts, or jackets). Makers are above average for doing so, as are women Believers and men Strivers. More upmaket Innovators, Achievers, and Experiencers don't reject Levi's brand but prefer slimmer, more fashionably cut jeans or jeans in various colors such as those offered by J Crew.
In Sports: Cannonballs
USA Swimming, the national governing body for competitive swimming, is running a public-awareness campaign that highlights swimming's social and health benefits; the goal is to attract more youngsters to the sport. The Olympic team and industry-leading manufacturers (Arena, Speedo, and Tyr) are sponsoring the campaign. According to the Sports & Fitness Industry Association, swimming ranks 17th out of 24 sports. Swimming has lagged behind other sports' efforts to promote youth participation. The campaign aims to remedy this inattention using the theme "Basketball. Football. Cannonball. Which sounds like the most fun to you?" GfK/MRI does not survey individuals younger than age 18 in its Survey of the American Consumer. However, for adults age 18 and older, fall 2013 data show that 16% have engaged in swimming in the past 12 months. Only 3% of adults swim twice a week or more; Thinkers and Innovators are more likely than all adults to do so. These two groups, along with Experiencers, are also more likely than all adults to go to the beach twice a week or more. Innovators and Thinkers recognize the health benefits of swimming. Innovators and Experiencers are more likely than average to live in coastal cities.
In the Corner Office: Tablets, Laptops, and Desktops
A 2013 Forrester survey of 3,519 supervisory and nonsupervisory personnel found that 24% of bosses use a tablet once a week or more, in comparison with only 10% of nonsupervisory workers (see the 7 July 2014 New York Times). "Perhaps it means that the nonsupervisory workers are more likely to be doing the actual work." People think of tablets as viewing (consumption) devices. GfK/MRI data show similar results but with more detail and more stable sample sizes. In fall 2013, 27% of adults own a tablet computer; 24% of adults use a desktop at work, and 14% of adults use a laptop/notebook. Roughly 9% of adults own a tablet and use a desktop computer at work. Roughly 6% of adults own a tablet and use a laptop at work. Only three VALS groups—Innovators, Thinkers, and Achievers—are more likely than all adults to fall into the tablet-computer-users group. Among Achievers, 37% own a tablet; 15% own a tablet and use a desktop at work; 9% own a tablet and use a laptop at work. About one-third of Thinkers own a tablet; 12% own a tablet and use a desktop at work; 10% own a tablet and use a laptop at work. Half of Innovators own a tablet; 18% own a tablet and use a desktop at work; 19% own a tablet and use a laptop at work. Innovators are early-adopter tablet owners, tablet power users, and the folks most likely to enjoy the corner office.