Levi's for Girls, plans for which were first revealed in Marketing, opened in Paris on Saturday to compete against retailers such as Diesel, Miss Sixty and Topshop.
The interior, designed by Checkland Kindleysides, is intended to give the store a more feminine, boutique feel than the unisex stores. The outlet will offer the brand's widest ever collection of women's jeans.
Rosanna Iacono, Levi's brand director for women's and premium in Europe, the Middle East and Africa, admits that Levi's was slow to catch up with the feminisation of jeans in the late-90s.
"We are not as high on [female] consumers' radars as some other brands. We have a masculine identity, so we need to overstate the female presence in-store," she said.
Graphics group The Kitchen worked with Levi's lead ad agency, Bartle Bogle Hegarty, to create the identity and in-store graphics, window graphics, bags and hoardings.
Paris was chosen as the test bed for the store because of Levi's strong retail presence and brand equity there, said Iacono. She expects to roll out the concept to Levi's key markets of Germany, Italy, Spain and the UK next year, with rapid expansion following in 2005. Advertising is planned for 2004, although Iacono declined to give details.
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