The opening event of Levi’s Store ® in shopping mall.
Profile
Invented in 1873 by Levi Strauss, Levi’s® Jeans are the original, authentic jeans. The Levi’s® brand offers the widest range of great fitting jeans on the market, with a style and fit for every body and they are the most successful, widely recognized and often imitated products in the history of apparel.
Levi’s® Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through more than 150 years of jeans wear innovation.
Issues
The opening event of Levi’s Store ® in shopping mall. In the same day, there was The Great Opening of Zlote Tarasy shopping mall and other fashion stores – situated in the new mall – too. So, there was a potential risk that Levi’s® guests (especially key stylist from fashion magazines) could choose another event – official opening of different fashion shop.
Objectives
Inform customers about a new Levi’s® Store in the modern mall and encourage them to shop thanks press publications. Present the look and design of the new shop – Revolution concept.
Strategies
Send information about the new store along with an invitation to the official launch (invitation in black, classical tone - reference to the Revolution concept; attached piece of old denim will make reference to exhibits of the oldest Levi’s® jeans). Organization of official launch for the press and VIP’s in the same day as official opening to the public. Additional attraction e.g.: the oldest Levi’s® XX501® Jeans situated in special glass cabinet, Meeting with Stacia Fink – Archivist/Conservator Levi Strauss, Trousers for Levi’s® VIP’s, actors as a VIP bodyguards dressed in Levi’s® jeans, red carpet leading to the World’s First Levi's® 501® jeans, hostesses dressed in Levi’s® cloths, 30% discount for Key Media, unofficial part of the meeting – small party (catering & drinks).
Execution
The activities began with informal interviews with stylists. We asked them about attractions which they would like to see if we will organize The Great opening of new Levi’s® Store. Then, we asked the LS&Co. to borrow us the eldest and priceless pair of Levi’s® Jeans for a special exhibition in Warsaw.
Results
The launch event gathered over 50 guests including around 20 VIPs (e.g., Justyna Steczkowska, Ola Kwaśniewska, Przemek Saleta, Rafał Królikowski, Marcin Mroczek, Ola Woźniak, Edyta Herbuś, Maria Wałęsa, Rafał Maserak, Tomek Jacyków, Jarek Szado, Monika Smolicz), 1 TV station and 5 photo agencies. There were many stylist and journalists from key fashion and life style magazines.
The event was closed with 19 publications (8 in daily press, 10 in trade media and 1 in TV) on XX 501® Jeans and the great opening of new Levi’s® Store.