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-
3 INTERNAL USE ONLY © 2012
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-
6 INTERNAL USE ONLY © 2012
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
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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
11 INTERNAL USE ONLY © 2012
桑原さん:記者会見の写真入れてください。
DIGITAL PROMOTION
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• 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
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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
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• “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)
PHOTO EVENT (SOURCE:TIE-UP WITH HOUYHNHNM )
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• 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
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• 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
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SALES FIGURES FOR FIRST 3DAYS.
19 PRESENTATION TITLE PLACEHOLDER INTERNAL USE ONLY © 2012
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-
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MEZAMASHI TV (MORNING NEWS) 203 SEC.
SUKKIRI TV (MORNING NEWS) 113 SEC.
WEB EXPOSURE/ 43 WEB SITES
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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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