Client: Levis Strauss
‘Revolution’ is a premium retail concept which revolves around creating the definitive way to buy jeans; reaffirming Levi’s as the denim specialist and original pioneer and authority in denim retailing.
Brief: Our brief was to emphasise choice, working to the strengths of the brand and creating the purest expression of Levi’s at retail.
Response: Interlacing brand and service at its core, our concept helps to guide the consumer through the complex range of fits, finishes and sizes in the clearest and most engaging way; offering a distinct choice between service and self-selection. Playing to the consumer’s rekindled love of the traditional rituals of service, a denim bar spans the length of the store, offering the customer specialist one-to-one advice, whilst providing a focal point for the overall environment. The self-selection route is characterised by the ‘spinner’ unit which rotates 360_, locking into any desired position to create unlimited visual merchandising flexibility.
Testimonial: CK delivered, manufactured and installed a complete store inclusive of fixtures, fittings, graphics, photography, packaging, ticketing, window concepts and back-of-house areas; all of which now form the foundation for roll-out across Europe. The results of the new concept have been phenomenal. Consumer research commissioned in December 2005 confirmed the following: the number of jeans sold increased by 35% since reopening, footfall increased by 7%, 51% of store shoppers use the denim bar (service), 30% visit the spinner units (self-service), customers find what they want in 4 minutes compared to 15 minutes previously & more fashionable and higher socio-economic consumers were attracted to the store.