Duke was charged with creating the fashion brand’s global, and due to consumer demand, separate European site for the denim label.
To deliver a European digital strategy and to fully utilise synergies between Paris and London, Duke setup an international team operating between the two countries.
Using video, 3D rendering and flash, the agency developed the new European brand website www.levi.com allows users to create their own look and style by entering details such as their name, gender, clothing preference, age and nationality.
With its navigational tools and menus to provide access to other Levi’s microsites,
Duke hopes the new platform is flexible enough to allow different creative styles, whilst keeping a strong identity throughout. For instance, each collection is presented with its specific visual and sound universe: Levi’s Red Tab, Levi’s Blue, Levi’s Engineered Jeans, Levi’s Vintage Clothing.
Duke also launched the worldwide 501 website to complement Levi’s current ‘Live Unbuttoned’ marketing campaign. The agency developed a concept incorporating life-like models, letting consumers get a feel for the clothes.
The “Live Unbuttoned” philosophy is illustrated by contributions from artists, musicians, designers, skaters, and more, who reveal themselves on the site. Web-users are offered a genuinely intimate encounter.
Both platforms enable users to interact with the brand and its products, add items to their baskets and order online: they can also locate stores around Europe with a global ‘store finder’. A revised e-commerce platform is currently being developed, with a major re-launch planned in Q1 2009.
Part of the strategy’s strength lies in a continuity that runs right through to the store. In points of sale, customers will find touch screens enabling them to confirm or continue their Internet experience. The selection tools and dynamic visuals have been adapted and developed by Duke. This distribution of content and services is currently in operation at the Levi’s Flagship Store in Berlin.
“These are just the first results of a partnership between Duke and the Levi’s Lab,” explains Vincent Stuhlen, director of digital marketing at Levi’s Europe. “In parallel with strategic planning, research is already underway concerning interactive shopwindows and mobile applications.”
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