On this episode of Brand2Brand, Thomas and Veronica pose a deceptively simple question: Between Carhartt and Levi’s, which brand wears the pants around here? Gen Z knows the answer because both Carhartt and Levi’s are working overtime to maintain their popularity with them. Our hosts also explore the rise of video content creation and the concept of “authenticity”, specifically its appeal to a younger generation of consumers. No one’s holding any big questions back from the big brands, either. One point Thomas and Veronica make clear is as generations change, the rules of marketing and branding change along with them.

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TRANSCRIPTION FROM AUDIO PODCAST:

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Thomas&nbsp;

Hey, what's up back in the studio again! Today, we're talking about brands and the ongoing need for you to adapt your messaging to engage with the next generation. We've all seen some brands explode in popularity, while others fizzle out. What's your take on this V?

Veronica &nbsp;

It definitely seems like we have seen some brands have some desperate attempts to connect with younger generations, where people can see through some of the bullshit, but others are really, really doing it right. And that's what I think we're going to talk about today.

Thomas&nbsp;&nbsp;

I think in some cases, some of these brands don't even know what they're doing. But all of a sudden, audiences just decide they fall in love with them. And we'll talk about that too. So let's get into it. Carhartt-Levi's. Who you taking today?

Well, I'm actually wearing Levi's today. So I will take Levi's.

I might be wearing Carhartt, too. I'm not totally sure - you might have to check the tag for me.&nbsp;

&nbsp;

I just feel so connected with my brands, and I hope it shows in the audio. I think we should start off with a clip. Are you ready?&nbsp;

Veronica&nbsp;&nbsp;

Audio Clip &nbsp;

"In 1889, Hamilton Carhartt opened a small workshop in Dearborn, Michigan. By World War Two, Carhartt became a household name due to its combination of durability and affordability."

Audio Clip - Man Speaking&nbsp;

"Traditionally, people thought about Carhartt as the brand for construction workers, farmers, tradespeople. But as we've developed the brand and built a bigger audience, more and more people are really becoming aware of it for the first time. And they're becoming more attracted to what we have to offer."&nbsp;

Audio Clip&nbsp;

"In 2019. Carhartt generated over 1 billion in revenue, and is still owned by the Valade family."

Detroit, Michigan baby! The heart of America and America's industrial state. We think about all the amazing great things that are made in Detroit and this is a family business, a business that has been held close for 132 years. And now - is suddenly seeing huge popularity among people of all walks of life. It used to be the unofficial work uniform of many of America's hardest-working laborers. Now, we're all throwing on the beanie. It's just, it's exploded. And honestly, I can just measure this over the last three Christmases. It's like the amount of Carhartt that's being shared and given out - they just, it's an unbelievable thing to see how much this brand has evolved. At a billion dollars - a billion dollars. That's when you know, you made it.

Levi's definitely has a similar history. Also started as outfitting for the working class. I think we actually have a clip of a similar nature to introduce us to Levi's.

Audio Clip&nbsp;&nbsp;

"What was the most lucrative product to come out of the California gold rush? Not gold. At least not for the vast majority of miners for whom the Gold Rush was basically a bust. But the merchants who served those miners? Well, they had a golden opportunity, indeed. All those new miners needed products - housing, food, and clothing. Lots and lots of clothing. Enter Levi Strauss. Sound familiar? Yeah, he should. But hold on a second. Strauss was a German immigrant who arrived in San Francisco in 1853 to open Levi Strauss and Co, a wholesale dry goods business to cater to California's exploding population. That went okay. But it took another 20 years for Strauss's real breakthrough: blue jeans. That's why you know his name."

So like, this guy invented blue jeans. I'm not gonna lie, maybe this is common knowledge and people know that. I had no idea. I've always associated the Levi's brand with jeans. But we're talking about a brand both of these brands Carhartt and Levi's - that had such humble beginnings -

And are now huge fashion forward brands really resonating, with particularly Gen Z.

Thomas &nbsp;

I mean, Carhartt got its start outfitting railroad workers with overalls. So, I mean, maybe not as cool as jeans, but overalls?

Overalls are cool! I don't know - we'd have to ask some of the Gen Z folks, but I think they're in again...help me, I don't want to be too -

Thomas&nbsp;&nbsp;

Let's not put them in a corner here, okay? And I mean, they've gone from them expanding to jackets, and farmers to construction workers just absolutely embraced this. But - in the 1980s, that's when they really started getting a hit from the hip hop community. And really changing a concept and the staple around their work wear.

Veronica &nbsp;

Similar with Levi's, who's had such an interesting trajectory. One most notably was - I don't know if you remember this in the olden days - but women never used to wear pants. In fact, we had to ride horses side saddle.

Thomas &nbsp;

Which I remember you doing that. Yeah. No, I don't remember.&nbsp;

Veronica

Veronica&nbsp;

You know, some women used to have a fake leg so it would look like they're riding side saddle? Right, ride their horse regular because - it's so stupid.

Veronica&nbsp;

Women have been hacking the patriarchy for a while. In 1934. Levi's introduced Lady Levi's. It was the first blue jeans ever for women, and it's actually interesting, because where the company is gone today, a big part of their core strategy is to try to evenly appeal to men and women - and are even expanding beyond just denim products, which was they're beginning to start to offer other products, whether it's leather, leather, chaps, whether it's bralettes, crop tops, belts...whatever...

Leather - what's so funny about leather? What are you having trouble with?

I don't know why I said "leather" when I'm thinking about pants. All I thought of was assless chaps.

You know, just to change the subject away from that - Carhartt has done some really interesting things with streetwear. So 1989 they partnered and struck a license deal to start creating all of these sort of slimmer fit, sort of interesting aesthetics. And now, like we've said, I mean, they're really resonating with a newer generation of customers.

...and they're very comfortable. And the workwear, the quality of the gear we've talked about, and we featured Patagonia last season, right? If you've really nailed the quality of your product, people really love that. They hold on to it, it lasts for a while, and then they tell that story. They share it, and you kind of grow organically from that. And I think both of these brands are still around this long, and a lot of that has to do with the quality of the goods. It's not just a marketing thing, right? It's really that people sort of, in some cases, hand down these pieces of fashion.

Veronica&nbsp;&nbsp;

Well, I think quality also speaks to a brand's authenticity, because if they're selling a product, that means that company is putting their faith that the product deserves to even be on the market and be purchased by consumers. And for a generation like Gen Z particularly, there's been such a trend of this generation really leaning into brands that feel authentic. And that's what resonated with Levi's, with Carhartt, their brands that are very true and understanding who they are as a brand. And that speaks to them. Also, at least in the case of Levi's, taking that a step further, a brand that is so committed to sustainability. The first campaign they launched in three years was a campaign literally around recycling, and keeping your jeans longer, getting them repaired. If they're beyond repair, they'll help you recycle it in a better way. So it's all about upcycling and recycling.

I love that this is starting to make a comeback. I really wish that the local cobbler - like there was a line out the door for people that were trying to save their shoes, re-sole the boots. Because all this fast fashion crap that we are used to buying and throwing out, it's just everything with fashion, it just it all comes back around. So maybe hold on to those bell bottoms in the closet -

They're back again!

One of the things I love about Carhartt and their brand and their marketing - they really embrace the “inner tough guy” and they really break that out into the frame. And yet they do so in a way that doesn't alienate women from wearing beanies, and all sorts of different outfits and styles and whatever else. So, they've done a nice job of being able to position themselves but not position themselves at the expense of saying, "We're just for guys".&nbsp; Let me play you a little clip here.&nbsp;

"We don't just live in this world. Together, we hunted. Then, we take it apart and we build it for the better. We're more than a family. We're a way of life passed down from one generation to the next."

CARHARTT vs. LEVI’S: Reaching Gen-Z