Calver G., 2003. Retail Graphics (Pro Graphics), Switzerland Rotovision
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Levi's
"Perhaps a good place to start when talking about levi's flagship store in San Francisco is
the brief they gave to their designers checkland Kingleysides: 'to design multi- sensory retail
environment which offer services and experiences that do not exist in any other retail outlet anywhere else in the world and to provide a new platform to showcase the best Levi's brand product.'
Occupying 24,000 square feet on four floors the store offers customers as environment where fashion, music, digital audio and visual image converge; the objective being to create a dialogue with customers in the hope that it changes their perceptions of the whole Levi's brand."
This show how shop have grown throughout the years, it has become more than just going into a shop and buy a pear of jeans its more about the experience you have in a shop. This is trying to make Levi's standout from other company that sell jeans maybe cheaper and say look we sell the best jeans to can buy and you can create your own, this is also shown in the size of the store trying to be bigger than other shop to standout. I think the idea of having this massive shop is to stop other shop to be built next to it so there no competitions with other brands and with such a big brand like Levi's people think they have to go there and buy their jeans when they could be the same at another shop but because of this huge store and the brand you have to buy them and be apart of Levi's and the experience of wearing levi's.
Other brand like Nike and there famous Niketown in New York and London, use this same idea of an experience in the shop being able to custom your clothes to bring more money to the shop and company and bring more people to there shop than other shops they compete with.
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