Rebekah Norkus

Al-Sharik Barksdale

Through surveys, we discovered that men are twice as comfortable with the thought of wearing blue jeans than women. Furthermore, through our observational research, we were not able to find a single senior citizen woman wearing blue jeans. Whereas, we were able to find several men wearing them. Therefore, based on our research, we have narrowed down our target to males 65-70 and their wives. We are including their wives because our research thus far shows that senior citizen women do most of the clothes buying for their husbands.

We want to elicit emotions that we feel will make our target most inclined to buy Levi's: nostalgia and making the senior citizen feel attractive again. We have combined these ideas into one approach. We want to make them remember when they were young, vibrant, and "hot." We want them to feel those things again by wearing the Levi's. Therefore, we also want to convince the wives that they will be more attracted to their husbands and that perhaps this purchase could do great things for their marriage.

Honestly, we had trouble finding secondary research on the Internet. We are hoping to get some helpful suggestions in class about using the sites and other resources. Hopefully, this will give us more depth to our argument and perhaps even lead us in a different direction.