Levi's Digital presentation at 2009 RazorFish Client Summit

8/9/2019 Levi's Digital presentation at 2009 RazorFish Client Summit

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Levis EMEA

Digital as a Brand Transformation Enabler

Vincent StuhlenDigital Marketing Director&

Sebastian BillingConsumer Marketing Director


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LEVIS: DIGITAL AS A BRAND TRANSFORMATION ENABLER

Page 2 2009 Razorfish. All rights reserved.

Vincent Stuhlen - Digital Marketing Director

&Sebastian Billing - Consumer Marketing Director


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Levis Digital in a nutshell



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Classic American Cool Now

Levis is the youngest oldest brand in the world.


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The most important thing about Levis is our heritage!


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Classic American Cool Now


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The embodiment of the energy and the events of our time

(Bob Haas)


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Internet fits Levis like a glove!


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TV advertising built our brand in Europe.


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The European Levis consumers.


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The key challenge we face as a brand.

Our consumers dont see & hear us anymore (= channel)

When they do they dont care that much (= content)

We need to go from a TV-led advertising model

to an integrated AV brand experience model to createa more optimal marketing ROI.

Internet is aneveryday tool usedin myriad of ways

fuel progressivelifestyle

Embrace online,used as a social &entertainment tool

Most internet saavy groupcontent creation (multimedia / blogs) and consumption

(music/AV/photo), as well asmore normal use (search,communication)

Really heavy users (more thanprogressives), similar usage across

all but content which tends toinvolve passive consumption

Progressives Conventionals


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The challenge everyone is facing.

I think the old rules should be called in to questionbecause the rules in terms of consumption have changed so dramatically

- Robert lger, CEO Disney


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The new MarCom Model

Interruption

Media push

Brand as hero

Target as consumer

PASSIVE

Engagement

Content pull

Brand as enabler

People as advocates

ACTIVE


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Cat Power for Levis.


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The role of digital for the Levis brand = innovation.

From Wikipedia, the free encyclopedia;

While innovation typically adds value, innovation may also have a negative or destructive

effect as new developments clear away or change old organizational forms and practices. Organizations that do not innovate effectively may be destroyed by those that do. Hence innovation typically involves risk. A key challenge in innovation is maintaining a balance between process and product innovations where process innovations tend to involve a business model which may develop shareholder satisfaction through improved

efficiencies while product innovations develop customer support however at the risk of costly R&D that can erode shareholder return.

A new way of doing business,through a new way of market and experience our products and brand,

and not necessarily through new product innovations.


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Brand of the FutureAchieving Consumer Centric Innovation & Transforming Business


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Engineering Innovation

External consumer centric innovation

=Internal innovation first



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Retail (Sales)

MarCom Product

Digital as Brand integration enabler

Services

InsightsEducation Customization & Intelligence

Paid Media Earned Media

Controlled Media

Offline Integration

StoreseCommerce

Multichannel

CRMLoyalty program

ATAWAD

Services


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MarCom Product

Retail (Sales)

DIGITAL BRAND EXPERIENCE

Digital at the heart of the Brand strategy


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Digital, as cross-over Brand discipline

Research

Trade

Consumer

Retail

MARKETING

Merchandising

Design

PRODUCT

eCommerce

Retail Imp

RETAIL

Retail Ops

DBData

&

Technology

IT

MarCom Product

Retail (Sales)

DIGITAL

MarCom Product

Retail (Sales)

DIGITAL


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New WoW with Agencies

Duke, a true Business partner

Duke, as Lead Digital Agency at the same level of other MarCom agencies

RazorFish, as a network to support our operating model



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Levis Lab Progressive Test & Learn methodology

Mission

Detect & test & implement new Digital mechanics that willenhance Levi's Brand Equity and Business

Methodology

Start from real consumers insights to choose technology

Define clear KPIs to assess efficiency Develop prototype in partnership with Digital Agency and

key players

In-vitro testing

In-vivo deployment

Test & optimize (again)



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Building Brand Equity and Businessthrough Seamless Digital Experience

Brand Immersion & Transactional Services Merged


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Innovative Experience

Innovation is NOT only about the product itself

Innovative branded content

Innovative product interaction Innovative multi-channel shopping experience

Innovative services



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Levi.com The Ultimate Online Flagship



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A Digital platform adapting to consumer needs

BALANCE BETWEEN INSPIRATION

& DIRECT ACCESS

BALANCE BETWEEN INSPIRATION

& DIRECT ACCESS

RIA FILTERS/DIRECT ACCESSRIA FILTERS/

DIRECT ACCESS

I NEED INSPIRATION

I KNOW WHAT I WANT

I WANT TO EXPLORE

COLLECTION/INSPIRATION

COLLECTION/INSPIRATION

CHECKOUT

SWITCH FROM COLLECTION TO ESHOP AND FROM ESHOP TO COLLECTION,

AVAILABLE ON EACH PRODUCT OR OUTFIT PAGE


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Collections: ongoing newness



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One click away to purchase


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An alternative path


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A new way of browsing product - RIA


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Creating your own look


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Buying online


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Buying in Store


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Levi.com: the online Flagship


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When Digital connects to real lifeInforming Retail Experience and Services


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Or somewhere else in the Digital space


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Or anywhere in the real life


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Getting to the Berlin Flagship



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Experiencing the Brand history throughout the store



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a modern way (History wall)



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Enjoying branded content (Retail TV)



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Discovering exclusive content & original Digital experience



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and interacting with them



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Seeking for product information



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and useful services



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Anywhere in the Store (Interactive Touch screens)



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Finally finding the dreamed outfit (Interactive Catalog)



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Next: Intelligent fitting room & multi-channel services



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To get there

Building Transformational Digital Experience

=Change Management



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Thank you & checkout levi.comVincent Stuhlen

[email protected]&

Sebastian [email protected]

Levi's Digital presentation at 2009 RazorFish Client Summit

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