shinjuku store

October 2, 2012 Levi Strauss Japan K.K.

INTERNAL USE ONLY © 2012

Levi’s® Store SHINJUKU STORE OPENING -FLASH REPORT-

STORE PHOTO / OUTSIDE AND FACADE

2 INTERNAL USE ONLY © 2012

桑原さん：ここに外観写真を入れてください。

STORE PHOTO / B1F –WOMEN'S-


桑原さん：ここに地下1階の内観写真を入れてください。

STORE PHOTO / 3F –LVC AND TAILOR-


桑原さん：ここに3階の外観写真を入れてください。

STORE PHOTO / TAILOR SHOP


桑原さん：ここにテイラーショップの写真を入れてください。

Buzz Creation prior to opening

1. Out Door in Shinjuku Station （Source：Sept. 24-Oct. 7)

2. Internet buzz creation （Source：Sept. 24- )

3. Press Preview （Source：Sept. 27, 11 am)

4. Opening Party & Photo Event （Source：Sept. 27, 7 pm)

5. Full Page AD in News Paper

9

Resulted in ８.７M Yen in sales for the first 3 days despite the

Typhoon landed in Tokyo on Sunday and had to close down the

Store early. First 2 days sales exceeded 210 % against the target

and drive more than 2,000 people to the store per day..

EVENT/PRESS CONFERENCE


桑原さん：記者会見の写真入れてください。

DIGITAL PROMOTION


• Levi.jp, Twitter, and Facebook strongly

focused on store opening promotion

• Especially Levi.jp, published store-

related contents almost everyday and

generate online buzz via social media

EVENT/OPENING PARTY


桑原さん：パーティーの写真入れてください。

We had Famous DJ Okino Shinya form Kyoto Jazz Massive

in the house and had more than 500 guests from fashion Media, stylist , models and influencers.

PHOTO EVENT AT OPENING PARTY


• “GIFTHREAD” – http://levi.jp/shinjuku/gifthread/

• Shot more than 50 influencers and atmosphere

at the party

• The attendee of the party, and other Internet users

can scatter easily via Twitter and Face book

• We collaborated with HOUYHNHNM, one of the

famous and influential online fashion

media （Source：see the next page)

http://levi.jp/shinjuku/gifthread/

PHOTO EVENT （SOURCE：TIE-UP WITH HOUYHNHNM )


• From the tie-up page with

HOUYHNHNM has acquired fashion-

interested users we need to approach

• Published on 9/28 on the day of the

store opening

HOUYHNHNM is one of the most

biggest fashion portal site in Japan.

We conducted a tie-up with them for

to create a opening buzz.

Famous Stylist , editors and models

Including Miss Universe came over

for a party and participated in this

Photo shoot !

NEWS PAPER AD

16 PRESENTATION TITLE PLACEHOLDER INTERNAL USE ONLY © 2012

Senken Shinbun

Sept. 24 Circ. 200,000

Asahi Shinbun (Greater Tokyo Edition)

Sept. 28 Circ. 4,800,000

CRM / CLUB LEVI’S


• LOCAL CRM PROGRAM –CLUB LEVI’S-

OFFERED

1,000 POINTS GIFT WITH STORE VISIT TO

SHINJUKU NEW STORE.TIME LIMITED

POINTS. *1,000POINTS ≒ 10USD COUPON

・ALMOST 17% SALES CAME FROM CRM

LOYAL

USERS IN FIRST 3 DAYS.

Flash Result


SALES FIGURES FOR FIRST 3DAYS.


BUILDING MOMENTUM THROUGH DIGITAL CONTENT

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Visits

Visitors

PVs

The first contents

published

Online Ads

posted Store Opening

Total Traffic of LEVI.JP

PV grew 3 times at the opening of the store!

PRESS PREVIEW ATTEND MEDIA

■21 MEDIA/ 35PEOPLE

• TV: 4 PROGRAMS/ 12PPL

• NEWSPAPER: 9MEDIA/ 11PPL

• WEB: 7MEDIA/ 10PPL

• FREELANCE): 2PPL

PR MESSAGE

【ABOUT THE STORE】

• WORLD’S FIRST “GLOBAL CONCEPT STORE”

• THE ONLY SHOP IN JAPAN WHICH HAS FULL LINE UP OF LEVI’S RED TAB, LEVI’S VINTAGE CLOTHING AND LEVI’S MADE AND CRAFTED.

• THE ONLY SHOP IN JAPAN WHICH HAS THE “TAILOR SHOP” COUNTER WHERE CONSUMER CAN MAKE THEIR “ONLY ONE” JEANS.

【MARKET 】

• THE WORLD’S BIGGEST STATION, SHINJUKU

• LOW PRICE （Source：=UNIQLO) VS AUTHENTIC BRAND VALUE （Source：=LEVI’S)

【ABOUT LEVI’S】

• LEVI’S IS AN AUTHENTIC BRAND

• LEVI’S IS THE ORIGIN OF JEANS

• DIFFERENCIATION BY ORIGINAL JEANS, ONLY ONE JEANS BY “TAILOR SHOP”

NEWSPAPER EXPOSURE ACQUIRED 21,070, 000 REACH IN CIRCULATION:

23 INTERNAL USE ONLY © 2012 * Provide translation at final report

Nihon Keizai Shinbun

Sept. 28 Circ.3,000,000

Customize your Jeans

Levi’s opening a store in Shinjuku

Fuji Sankei Business

Sept. 28 Circ. 160,000

Apparel brand opening it

flagship in Shinjuku

Senken Shinbun

Sept. 28 Circ. 200,000

First global concept store In Shinjuku

In addition, Asahi & Yomiuri (National Paper)

will do a follow up article.

TV EXPOSURE

24 INTERNAL USE ONLY © 2012 *FOX TV will come out shortly

Morning News Show

• Mezamashi TV（Fuji network） 5:25-8:00 10.2％ viewer ship

When : 9/28 7:09 (3 min 38 sec)

Content: Next to Bicqulo ….Levi’s opening unique concept store

• Sukkiri！（Nihon TV） 8:00-10:25 6.3％ viewership

When: 9/28 8:19（1 min 53sec）

Content: Shinjuku is Changing! Emphasis on Uniqueness Personalize your Jeans

Evening Business News

• World Business Satilite （TV Tokyo） 23:00-24:00 2.9％ viewership

When: 10/1 TBD

Content: Challenge to create additional value to the jeans.

Entertainment News

• FOX TV Back stage pass

When: 10/8-10/21 (repeat 20 times)

Content: Store opening party & introduction

TV EXPOSURE -3 TV PROGRAMS WITH LONG EXPOSURE-


MEZAMASHI TV (MORNING NEWS) 203 SEC.

SUKKIRI TV (MORNING NEWS) 113 SEC.

WEB EXPOSURE/ 43 WEB SITES


WEB NEWS Coverage

• @ 43 portal site

• YAHOO!NEWS

• FASHIONSNAP.COM

• 媒体名

• Fahionsnap.com

• Livedoor HOMME （Source：Fahionsnap.com）

• BIGLOBE Kirei Style （Source：Fahionsnap.com）

• msnビューティースタイル（Source：Fahionsnap.com）

• Mapion News （Source：Fahionsnap.com）

• Excite NEWS （Source：Fahionsnap.com）

• unber

• girlswalker.com （Source：unber）

• Livedoor HOMME （Source：unber）

• CampusCity （Source：unber）

• Yomerumo NEWS（Source：unber）

• apparel-web

• Fashion Latte

• BIGLOBE Kirei Style（Source：Fashion Latte）

• Peachy（Source：Fashion Latte）

• woman excite（Source：Fashion Latte）

• MY NAVI NEWS（Source：Fashion Latte）

• MY NAVI NEWS

• Infoseek NEWS（Source：MY NAVI NEWS）

• Goo NEWS（Source：MY NAVI NEWS）

• Nifty NEWS（Source：MY NAVI NEWS）

• Livedoor HOMME（Source：MY NAVI NEWS）

• Excite NEWS（Source：MY NAVI NEWS）

• Sankei Biz

• Yahoo! NEWS（Source：SankeiBiz）

• Yahoo! NEWS BUSINESS（Source：SankeiBiz）

• excite.ism

• Excite NEWS（Source：excite.ism）

• Shinjuku Keizai News

• Yahoo! NEWS（Source：Shinjuku Keizai News)

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