Jeans Giant Perks Customer Interest
- 14 years ago
If there is one certainty in the fashion world, and there may only be one, it is that jeans will never go out of fashion.
In the streets of London, as in any major city in the world, denim jeans rule in all seasons.
Levi Strauss invented this much-loved trouser in 1873.
But the company’s longevity can’t be taken for granted in the 21st century.
[Andrea Moore, Levi's UK Marketing Director]: (English)
''We really want to connect with the people and the consumers shopping on Regent Street, and we also want to bring Londoners to Regent Street and give them a reason to keep visiting us. So the easiest thing in the world would be to put products in here, but that's what everyone else does, and we wanted to do something different.”
That “something different” comes in the form of Levi’s revamped flagship store that is part retail outlet, part gallery experience.
[Andrea Moore, Levi's UK Marketing Director]: (English)
''We think that people expect us to have great products, they know we'll deliver on that, so what else can we do to give them something interesting while they're out shopping?''
The works of art inhabit what is called the “origins space” at the front of the store in an exhibition which is updated on a monthly basis.
The current campaign is called Levi's Craftwork that stars 18 craftsmen and -women from London.
In large glossy photographs they dress in examples of Levi's products while showing off examples of their work.
The idea of vintage jeans is taken to a new level in this concept store where Levi's products cross over from being part of the exhibition to part of the shopping experience.
[...]
In the streets of London, as in any major city in the world, denim jeans rule in all seasons.
Levi Strauss invented this much-loved trouser in 1873.
But the company’s longevity can’t be taken for granted in the 21st century.
[Andrea Moore, Levi's UK Marketing Director]: (English)
''We really want to connect with the people and the consumers shopping on Regent Street, and we also want to bring Londoners to Regent Street and give them a reason to keep visiting us. So the easiest thing in the world would be to put products in here, but that's what everyone else does, and we wanted to do something different.”
That “something different” comes in the form of Levi’s revamped flagship store that is part retail outlet, part gallery experience.
[Andrea Moore, Levi's UK Marketing Director]: (English)
''We think that people expect us to have great products, they know we'll deliver on that, so what else can we do to give them something interesting while they're out shopping?''
The works of art inhabit what is called the “origins space” at the front of the store in an exhibition which is updated on a monthly basis.
The current campaign is called Levi's Craftwork that stars 18 craftsmen and -women from London.
In large glossy photographs they dress in examples of Levi's products while showing off examples of their work.
The idea of vintage jeans is taken to a new level in this concept store where Levi's products cross over from being part of the exhibition to part of the shopping experience.
[...]