Objectives

• Build excitement among 15-24 years olds through focus on a target right fashion line
• Drive retail store traffic and sales of Levi’s L2
• Increase L2 from 2% to 15% of the product mix
• Shift spending of co-op dollars away from price promotional FSI advertising to programs that deliver a stronger brand message and reach younger consumers

Strategy

Integrated marketing plan focusing resources in six key markets, LA, New York, Chicago, Seattle, Detroit and Miami. Integrated program utilized a mix of:

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  Radio advertising on alternative rock stations
• Title sponsorships of summer music festivals with youth audiences in key markets, average attendance 20,000
• In-store focus areas, with L2 fixtures and POS
• In-store concert ticket give-aways with radio personalities and on-air live remotes of the events
• Advertising in Seventeen Magazine and local youth targeted alternative publications
• Direct mail postcards to subscribers of Seventeen and retail customer list
• In Mall L2 Kiosks
• Sales associate incentive program

Results

• Test markets received radio advertising, a music sponsorship, print advertising, direct mail, in-store L2 focus area, in-store ticket give-away events and sales associate training.
• Control markets were set up with similar demographics make-up, and similar inventory levels, control markets received in-store presentation without any advertising, direct mail, sponsorships or events
• Test markets experienced a 10% increase in retail sell-through over control markets
• Analysis of incremental sales in test markets vs. control markets and program costs showed significant ROI in test markets vs. control markets