‘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.
Our brief was to emphasise choice, working to the strengths of the brand and creating the purest expression of Levi’s at retail.
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.
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.