The exhibition showcase has been designed by Checkland Kindleysides, the agency responsible for the creation of the recently opened Levi’s for Girls store in Paris (Marketing, October 25).
The introduction of the Girls range in the UK is being supported by a nationwide promotional campaign, including in-store window displays and T-shirt giveaways.
Levi’s has used the exhibition space to showcase the Girls products using curvaceous designs and stencilled graphics. There will also be a DJ booth and seating to convey a social, welcoming feel.
The Lady Levi’s product, aimed at younger girls, will be displayed on a curved stand at the exhibition, alongside Levi’s 501 and Red Tab jeans brands. There will also be an exclusive discounted section.
Levi’s for Girls stores are expected to roll out across the UK, Germany, Italy and Spain in 2004, with expansion in 2005. Paris was chosen as the test-bed for the store because of Levi’s strong retail presence there. Advertising is planned for 2004, although details are unconfirmed.
The brand will compete against retailers such as Diesel, Miss Sixty and Top Shop, with the Girls stores intended to have a more feminine feel than the unisex outlets.
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