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Levi’s EMEA
Digital as a Brand Transformation Enabler

                                     Vincent Stuhlen
                           Digital Marketing Director
                                                    &
                                    Sebastian Billing
                        Consumer Marketing Director
LEVI’S: DIGITAL AS A BRAND TRANSFORMATION ENABLER




                                                    Vincent Stuhlen - Digital Marketing Director
                                                                                              &
                                                Sebastian Billing - Consumer Marketing Director

Page 2 © 2009 Razorfish. All rights reserved.
Levi’s Digital in a nutshell




Page 3 © 2009 Razorfish. All rights reserved.
“Classic American Cool Now”
Levi’s® is the youngest oldest brand in the world.
The most important thing about Levi’s® is our heritage!
“Classic American Cool Now”
The embodiment of the energy and the events of our time
                                                          “
                                                     (Bob Haas)
Internet fits Levi’s® like a glove!
TV advertising built our brand in Europe.
The European Levi’s® consumers.
The key challenge we face as a brand.
          Progressives                       Conventionals
          Internet is an                     Embrace online,
          everyday tool used                 used as a social &
          in myriad of ways                  entertainment tool
          fuel progressive
          lifestyle

          Most internet saavy group
          content creation (multimedia /     Really heavy users (more than
          blogs) and consumption             progressives), similar usage across
          (music/AV/photo), as well as       all but content – which tends to
          more normal use (search,           involve passive consumption
          communication)


•   Our consumer’s don’t see & hear us anymore                (= channel)
•   When they do they don’t care that much                    (= content)



                 We need to go from a TV-led advertising model
             to an integrated AV brand experience model to create
                         a more optimal marketing ROI.
The challenge everyone is facing.




          “I think the old rules should be called in to question
because the rules in terms of consumption have changed so dramatically”

                         - Robert lger, CEO Disney
The new MarCom Model




        Interruption         Engagement


        Media push            Content pull
       Brand as hero       Brand as enabler
     Target as consumer   People as advocates


         PASSIVE               ACTIVE
Cat Power for Levi’s®.
The role of digital for the Levi’s® brand = innovation.

From Wikipedia, the free encyclopedia;
While innovation typically adds value, innovation may also have a negative or destructive
   effect as new developments clear away or change old organizational forms and
   practices. Organizations that do not innovate effectively may be destroyed by those that
   do. Hence innovation typically involves risk. A key challenge in innovation is maintaining
   a balance between process and product innovations where process innovations tend to
   involve a business model which may develop shareholder satisfaction through improved
   efficiencies while product innovations develop customer support however at the risk of
   costly R&D that can erode shareholder return.




                  A new way of doing business,
through a new way of market and experience our products and brand,
       and not necessarily through new product innovations.
Brand of the Future
Achieving Consumer Centric Innovation & Transforming Business
Engineering Innovation




                                 External consumer centric innovation
                                                            =
                                                 Internal innovation first




Page 17 © 2009 Razorfish. All rights reserved.
Digital as Brand integration enabler

                                Retail (Sales)

                                     Stores
                                  eCommerce 
                                  Multi‐channel




                                  Services
                                        CRM
                                  Loyalty program
                  Paid Media     ATAWAD Services    Insights
               Earned Media                         Education 
           Controlled Media                         Customization 
          Offline Integration                       & Intelligence
MarCom                                                               Product
Digital at the heart of the Brand strategy

                          Retail (Sales)




                            DIGITAL
                            BRAND
                          EXPERIENCE


MarCom                                         Product
Digital, as cross-over Brand discipline

                                                           RETAIL

                                                          eCommerce


   MARKETING                                              Retail Imp
                              Retail (Sales)
    Research                                              Retail Ops

      Retail                    DIGITAL

      Trade          MarCom                    Product
                                                          PRODUCT
    Consumer                       IT                    Merchandising
                                  Data
                                 DB
                                  &                        Design
                              Technology
New WoW with Agencies
         • Duke, a true Business partner
         • Duke, as “Lead Digital Agency” at the same level of other MarCom agencies
         • RazorFish, as a network to support our operating model




Page 21 © 2009 Razorfish. All rights reserved.
Levi’s Lab – Progressive Test & Learn methodology
                                                 Mission
                                                 • Detect & test & implement new Digital mechanics that will
                                                   enhance Levi's® Brand Equity and Business
                                                 Methodology
                                                 • Start from real consumers’ insights to choose technology
                                                 • Define clear KPIs to assess efficiency
                                                 • Develop prototype in partnership with Digital Agency and
                                                   key players
                                                 • “In-vitro” testing
                                                 • “In-vivo” deployment
                                                 • Test & optimize (again)



Page 22 © 2009 Razorfish. All rights reserved.
Building Brand Equity and Business
through Seamless Digital Experience
  Brand Immersion & Transactional Services Merged
Innovative Experience
    Innovation is NOT only about the product itself
         • Innovative branded content
         • Innovative product interaction
         • Innovative multi-channel shopping experience
         • Innovative services




Page 24 © 2009 Razorfish. All rights reserved.
Levi.com – The Ultimate Online Flagship




Page 25 © 2009 Razorfish. All rights reserved.
A Digital platform adapting to consumer needs
                                 I NEED INSPIRATION

                                I KNOW WHAT I WANT

                                 I WANT TO EXPLORE

                                 BALANCE BETWEEN 
                                 BALANCE BETWEEN 
         COLLECTION/
         COLLECTION/                                                RIA FILTERS/
                                                                    RIA FILTERS/
                                   INSPIRATION & 
                                    INSPIRATION & 
         INSPIRATION
          INSPIRATION                                              DIRECT ACCESS
                                                                   DIRECT ACCESS
                                   DIRECT ACCESS
                                    DIRECT ACCESS




                            SWITCH FROM COLLECTION TO ESHOP
                             AND FROM ESHOP TO COLLECTION,
                        AVAILABLE ON EACH PRODUCT OR OUTFIT PAGE




                                                                                   CHECKOUT
Collections: ongoing newness




Page 27 © 2009 Razorfish. All rights reserved.
Immersive product experience
One click away to purchase
An alternative path
A new way of browsing product - RIA
Creating your own look
Buying online
Buying in Store
Levi.com: the online Flagship
When Digital connects to real life
     Informing Retail Experience and Services
RazorFish Client Summit - Levi’s presentation
Or somewhere else in the Digital space
Or anywhere in the real life
Getting to the Berlin Flagship




Page 40 © 2009 Razorfish. All rights reserved.
Experiencing the Brand history throughout the store…




Page 41 © 2009 Razorfish. All rights reserved.
…a modern way (History wall)




Page 42 © 2009 Razorfish. All rights reserved.
Enjoying branded content (Retail TV)




Page 43 © 2009 Razorfish. All rights reserved.
Discovering exclusive content & original Digital experience…




Page 44 © 2009 Razorfish. All rights reserved.
…and interacting with them




Page 45 © 2009 Razorfish. All rights reserved.
Seeking for product information…




Page 46 © 2009 Razorfish. All rights reserved.
…and useful services…




Page 47 © 2009 Razorfish. All rights reserved.
Anywhere in the Store (Interactive Touch screens)




Page 48 © 2009 Razorfish. All rights reserved.
Finally finding the dreamed outfit (Interactive Catalog)




Page 49 © 2009 Razorfish. All rights reserved.
Next: Intelligent fitting room & multi-channel services




Page 50 © 2009 Razorfish. All rights reserved.
To get there…




                    Building Transformational Digital Experience
                                                        =
                                                 Change Management




Page 51 © 2009 Razorfish. All rights reserved.
Thank you & checkout levi.com
                    Vincent Stuhlen
                 vstuhlen@levi.com
                                   &
                   Sebastian Billing
                  sbilling@levi.com

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RazorFish Client Summit - Levi’s presentation

  • 1. Levi’s EMEA Digital as a Brand Transformation Enabler Vincent Stuhlen Digital Marketing Director & Sebastian Billing Consumer Marketing Director
  • 2. LEVI’S: DIGITAL AS A BRAND TRANSFORMATION ENABLER Vincent Stuhlen - Digital Marketing Director & Sebastian Billing - Consumer Marketing Director Page 2 © 2009 Razorfish. All rights reserved.
  • 3. Levi’s Digital in a nutshell Page 3 © 2009 Razorfish. All rights reserved.
  • 4. “Classic American Cool Now” Levi’s® is the youngest oldest brand in the world.
  • 5. The most important thing about Levi’s® is our heritage!
  • 7. The embodiment of the energy and the events of our time “ (Bob Haas)
  • 8. Internet fits Levi’s® like a glove!
  • 9. TV advertising built our brand in Europe.
  • 11. The key challenge we face as a brand. Progressives Conventionals Internet is an Embrace online, everyday tool used used as a social & in myriad of ways entertainment tool fuel progressive lifestyle Most internet saavy group content creation (multimedia / Really heavy users (more than blogs) and consumption progressives), similar usage across (music/AV/photo), as well as all but content – which tends to more normal use (search, involve passive consumption communication) • Our consumer’s don’t see & hear us anymore (= channel) • When they do they don’t care that much (= content) We need to go from a TV-led advertising model to an integrated AV brand experience model to create a more optimal marketing ROI.
  • 12. The challenge everyone is facing. “I think the old rules should be called in to question because the rules in terms of consumption have changed so dramatically” - Robert lger, CEO Disney
  • 13. The new MarCom Model Interruption Engagement Media push Content pull Brand as hero Brand as enabler Target as consumer People as advocates PASSIVE ACTIVE
  • 14. Cat Power for Levi’s®.
  • 15. The role of digital for the Levi’s® brand = innovation. From Wikipedia, the free encyclopedia; While innovation typically adds value, innovation may also have a negative or destructive effect as new developments clear away or change old organizational forms and practices. Organizations that do not innovate effectively may be destroyed by those that do. Hence innovation typically involves risk. A key challenge in innovation is maintaining a balance between process and product innovations where process innovations tend to involve a business model which may develop shareholder satisfaction through improved efficiencies while product innovations develop customer support however at the risk of costly R&D that can erode shareholder return. A new way of doing business, through a new way of market and experience our products and brand, and not necessarily through new product innovations.
  • 16. Brand of the Future Achieving Consumer Centric Innovation & Transforming Business
  • 17. Engineering Innovation External consumer centric innovation = Internal innovation first Page 17 © 2009 Razorfish. All rights reserved.
  • 18. Digital as Brand integration enabler Retail (Sales) Stores eCommerce  Multi‐channel Services CRM Loyalty program Paid Media  ATAWAD Services Insights Earned Media  Education  Controlled Media Customization  Offline Integration & Intelligence MarCom Product
  • 19. Digital at the heart of the Brand strategy Retail (Sales) DIGITAL BRAND EXPERIENCE MarCom Product
  • 20. Digital, as cross-over Brand discipline RETAIL eCommerce MARKETING Retail Imp Retail (Sales) Research Retail Ops Retail DIGITAL Trade MarCom Product PRODUCT Consumer IT Merchandising Data DB & Design Technology
  • 21. New WoW with Agencies • Duke, a true Business partner • Duke, as “Lead Digital Agency” at the same level of other MarCom agencies • RazorFish, as a network to support our operating model Page 21 © 2009 Razorfish. All rights reserved.
  • 22. Levi’s Lab – Progressive Test & Learn methodology Mission • Detect & test & implement new Digital mechanics that will enhance Levi's® Brand Equity and Business Methodology • Start from real consumers’ insights to choose technology • Define clear KPIs to assess efficiency • Develop prototype in partnership with Digital Agency and key players • “In-vitro” testing • “In-vivo” deployment • Test & optimize (again) Page 22 © 2009 Razorfish. All rights reserved.
  • 23. Building Brand Equity and Business through Seamless Digital Experience Brand Immersion & Transactional Services Merged
  • 24. Innovative Experience Innovation is NOT only about the product itself • Innovative branded content • Innovative product interaction • Innovative multi-channel shopping experience • Innovative services Page 24 © 2009 Razorfish. All rights reserved.
  • 25. Levi.com – The Ultimate Online Flagship Page 25 © 2009 Razorfish. All rights reserved.
  • 26. A Digital platform adapting to consumer needs I NEED INSPIRATION I KNOW WHAT I WANT I WANT TO EXPLORE BALANCE BETWEEN  BALANCE BETWEEN  COLLECTION/ COLLECTION/ RIA FILTERS/ RIA FILTERS/ INSPIRATION &  INSPIRATION &  INSPIRATION INSPIRATION DIRECT ACCESS DIRECT ACCESS DIRECT ACCESS DIRECT ACCESS SWITCH FROM COLLECTION TO ESHOP AND FROM ESHOP TO COLLECTION, AVAILABLE ON EACH PRODUCT OR OUTFIT PAGE CHECKOUT
  • 27. Collections: ongoing newness Page 27 © 2009 Razorfish. All rights reserved.
  • 29. One click away to purchase
  • 31. A new way of browsing product - RIA
  • 36. When Digital connects to real life Informing Retail Experience and Services
  • 38. Or somewhere else in the Digital space
  • 39. Or anywhere in the real life
  • 40. Getting to the Berlin Flagship Page 40 © 2009 Razorfish. All rights reserved.
  • 41. Experiencing the Brand history throughout the store… Page 41 © 2009 Razorfish. All rights reserved.
  • 42. …a modern way (History wall) Page 42 © 2009 Razorfish. All rights reserved.
  • 43. Enjoying branded content (Retail TV) Page 43 © 2009 Razorfish. All rights reserved.
  • 44. Discovering exclusive content & original Digital experience… Page 44 © 2009 Razorfish. All rights reserved.
  • 45. …and interacting with them Page 45 © 2009 Razorfish. All rights reserved.
  • 46. Seeking for product information… Page 46 © 2009 Razorfish. All rights reserved.
  • 47. …and useful services… Page 47 © 2009 Razorfish. All rights reserved.
  • 48. Anywhere in the Store (Interactive Touch screens) Page 48 © 2009 Razorfish. All rights reserved.
  • 49. Finally finding the dreamed outfit (Interactive Catalog) Page 49 © 2009 Razorfish. All rights reserved.
  • 50. Next: Intelligent fitting room & multi-channel services Page 50 © 2009 Razorfish. All rights reserved.
  • 51. To get there… Building Transformational Digital Experience = Change Management Page 51 © 2009 Razorfish. All rights reserved.
  • 52. Thank you & checkout levi.com Vincent Stuhlen vstuhlen@levi.com & Sebastian Billing sbilling@levi.com