Levi's Fit Experience Tour

Client/BrandLevi Strauss & Co.'s Red TabLead AgencyJack Morton WorldwideOther AgenciesPaine PRTime Frame Fall 2005ObjectivesTo develop and execute a multi-city program that directly communicated Levi's as the leader in jeans fit and style and encouraged sales.Levi's challenged Jack Morton to create and conduct a brand experience for malls and Levi's stores that would demonstrate that Levi's Red Tab has the broadest range of fits in the market. The tour would feature "Intellifit," an electronic body scanner re-branded as The Levi's Fit Experience. This technology measures the body at 200 points in 10 seconds, using radio waves similar to those used in wireless phones. (The waves bounce off the liquid in a person's skin, allowing the machine to measure through clothing.)Ensuring that the brand (not the Intellifit machine) was the focus, Levi's Red Tab sought to:leverage Levi's broad range of product offerings and the exclusivity of the Levi's Fit Experience to conduct a fun, media-worthy consumer event in each market.increase consumer intent to purchase Levi's after going through the experience.raise retailer awareness to consider stocking a broader range of Levi's styles.To accomplish these goals, Jack Morton took on a comprehensive assignment:to design, produce, manage and transport the Levi's Fit Experience that surrounds the Intellifit technology.to manage the program, including logistics and securing venues/permits.to hire and train staff to drive consumer traffic to the experience.to hire and train stylists in each market.to develop marketing materials to communicate Levi's' range of fits. to align with Levi's PR agency and Intellifit.Target AudienceJeans-wearing men and women ages 18 to 49.StrategyJack Morton designed, produced and managed the staffing for the Levi's Fit Experience Tour (Sept. 3 to Oct. 7). The program traveled to four Levi's® stores and 10 malls in multiple cities with three-day stops at each location:Levi's Stores: New York, Houston, San Diego and Costa Mesa, CA.Malls: Woodbridge Center, Woodbridge, NJWhite Marsh, Baltimore, MDCarolina Place, Pineville, NCAugusta Mall, Augusta, GAPembroke Lakes Mall, Pembroke Pines, FLWillowbrook Mall, HoustonCoronado Center, Albuquerque, NMTucson Mall, Tucson, AZChula Vista Center, Chula Vista, CANorthridge Fashion Center, Northridge, CA.Regional publicity (managed by Paine PR, Levi's' PR agency) created buzz in each market in advance of the events and drove traffic to malls and stores using radio and local press. In malls, street teams branded as "Jeans Police" approached and interacted with consumers and distributed flyers, driving traffic to the event location.As customers waited their turn to enter The Levi's Fit Experience, they enjoyed current Levi's print and TV advertising. Once consumers received their fit information and a selection of appropriate products for their body types from the machine, a staff of trained stylists guided them through a product display, encouraging on-site try-on of the jeans. Then, consumers were gifted with a comprehensive style guide containing "tips to remember" from their interactions with the trained stylists, as well as where to buy (information about Levi's retailers and the brand's web site). Jack Morton partnered with two Levi's retail customers, JC Penney and Sears, to provide a coupon that would drive even more traffic.Important FactorsAt the Levi's Lexington Avenue store in New York City, Stacy London and Clinton Kelly (the hosts of popular TLC channel series, What Not To Wear) took consumers through the experience for media outlets.ResultsThe Levi's Fit Experience Tour achieved an astounding 80% try-on rate among 4,973 consumers. Print impressions are estimated at more than 300,000. Event-day sales were as much as 98% above the year-ago period.

Levi's Fit Experience Tour

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