Levis
I was the Creative Director of a multi-agency pitch with a large, talented team around the globe. The work we won included a global retail platform and Spring Campaign.
The redesigned Levis global retail platform was transformative for the brand. Not only did it showcase Levis first head-to-toe fashion line, it put that clothing into motion. Social shopping tools were included to allow people to collectively shop their favorite looks, and behind-the-scenes videos with designers and makers gave backstory and context to the line.
Future of the brand
The crux of our brand transformation was the proposal of "My Levi's ID". A fully-integrated, cloud-based profile which stores and manages all customer information into one's unique Levi's ID. The ID acted as a universal fit translator between garments, cuts, and styles. This addressed the largest problem within the segment—low confidence in accurate fit when buying online.
We use Microsoft Kinect's depth-mapping technology to gather accurate body and shape measurements. This information is the foundation of My Levis ID. These measurements allow Levis to give accurate garment sizing without the need to physically try on the clothing. This solved one of Levis biggest challenges - low customer confidence in online apparel shopping industry wide.
Use of Kinect-based systems allows for easy deployment in retail locations, as well as in the home via a downloadable app on Xbox consoles.
With a known fit size built in, people could shop anywhere with confidence, even straight from ads and outdoor placements.
In stores, extensive use of SKU- and size-specific QR codes on individual garments allowed people to quickly build a style board of clothes they like, or fits they were into to make shopping easier later on. On more technical wear such as Nike X or Commuter lines, the QR code also presented a video about the features of the garment.
