Celebrating 10 Years at BM&FBOVESPA

JEANS F.O.R Change G4-EN28 Youcom's Jeans for Change Project, started in 2014 as a pilot, is aimed at reusing jeans to turn them into a new product, increasing its life cycle. The pilot project had the partnership of a social enterprise, which sought to promote the work of artisans from communities in vulnerable situations in Porto Alegre. First, the jeans were donated by customers and collected in the physical stores, and each donated piece was exchanged for a 20% discount on the purchase of a new pair of Youcom's jeans. The donations were transformed into raw material, then transformed into eco-bags by the artisans, and distributed to customers through a buy and win deal. The project, a success among Youcom's customers, was remodeled in 2015 and, from the creation of the Youcom Lab platform, sought greater integration of young people in building brand identity, encouraging new talent and giving visibility to their work. The first initiative was the 2015 Jeans for Change contest: fashion, design and advertising students were mobilized to create bag designs that would be fabricated by the artisans from the communities in vulnerable situations. Four bag designs were chosen by a jury formed by employees of Youcom's Marketing and the Style departments and representatives of the social enterprise responsible for the operationalization of the project with the artisans involved in the production of the pieces. The bags were fabricated and returned to 10 stores to be distributed to customers through a buy and win deal: on purchases above a certain value, the client could choose one bag as a gift. The initiative was communicated on social networks and the Company's official website. In 2015, around 200 pairs of jeans were collected, which turned into 150 bags made by artisans. used as promotional items. - capital YOUCOM CONSUMER Lab CONSUMERLAB In line with young people questioning, Youcom aims to develop all its projects in a participatory way, in collaboration with its stakeholders. And as an approach, in order to understand the needs of their customers - the fashion understanding, attitudes and preferences - the ConsumerLab was created: a laboratory studies to Youcom customers. At ConsumerLab, Youcom looks to understand, through the vision of the young participants, what they think about worlds transformations, their concerns and desires, to then translate these issues to the brand itself. Youcom ATTI 89 99

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