After advertising, what? Levi’s bike commuter collection “Go to Work” media

Levi_s®_Commuter_-_levi.com

Levi’s commuter collection uses digital and video media to celebrate a niche passion, and to help grow its potential customer-base. (Note: Take up the “no-helmets” issue with them, not me.)

The 12 people who read this blog know that among my top three current obsessions is riding a bicycle to and from work. (I’ve just crossed 1,000 miles of in-town bicycling during the first eight months of 2013.) A small sub-set of people know that my in-city bicycling has caused me to wonder why I spent so many years believing riding a bike was dependent on my wearing Spandex and trying to ride as fast as I could.

Riding a bicycle for transportation and fun has nothing to do with Spandex, I’ve discovered. Nor speed. It’s about having such a wonderful means of commuting to work that even a woman driver* blowing her horn, screaming, “just get on the f*0#ing sidewalk” can’t pierce ones zone of bliss. (And yes, that happened to me yesterday.)

Recently, I touched on this topic and wondered out loud what the bicycle industrial complex was thinking when they spent decades using-up the majority of their marketing dollars reinforcing the idea that Spandex and bicycles are joined a the hip area. (Actually, that’s a rhetorical question as I know the answer: bicycles purchased by spandex-wearers are high-margin, expensive products.)

As I’ve noted, I believe the CitiBike program in New York could prove to be the breakthrough biking needs to help people understand that riding a bike is about transportation, as much as it is about recreation or fitness.

The reason I say CitiBike is the “disruptive” force is simple: A large chunk of the U.S. fashion industry exists within a fairly flat and densely populated few square miles of Manhattan. The world’s largest advertising and marketing firms occupy much of that same area, as do the nation’s major entertainment and media companies.

Quickly, these gate-keepers of pop-culture and fashion (especially the young fashion magazine associates commuting to work) will crush the notion that Spandex has anything to do with bicycling. Spin-classes, maybe, but the commuting kind, no.

Just look at this list of articles about “bicycles and fashion” that have appeared in the New York Times during the past year.

Spandex is bicycling’s Blackberry. Commuter fashion is its iPhone.

Before landing in New York, the urban bicycling fashion trend has been building over the past several years. For the past five years, San Francisco-based Levi’s has been nurturing a niche fashion collection for bike commuters. (And the coolest bike shoes in the U.S. are also from San Francisco.)

Today, bicycle fashion tends to slant towards hipster chic…or if older riders like me wear it, perhaps hipster-replacement chic. But check out these bicycle shoes from the UK if you want a sample of what you’ll see on Wall Street among bicycle commuters there.

As you’ve probably never seen its commuter fashion line advertised on TV or elsewhere, how does Levi’s market it? Customer media and content, of course.  (Thus, the subject line of this post.)

Here are three short videos in a Levi’s YouTube series that show hip, young bicycle commuters who happen to be wearing Levi’s Commuter “Go to Work” collection. Makes you want to commute, huh?

*This particular incident involved a woman, but being a redneck is gender neutral.

 

About Rex Hammock

Founder/ceo of Hammock Inc., the customer media and content company based in Nashville, Tenn. Creator of and head-helper at SmallBusiness.com.
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