It’s not often that I share or write about sublime shopper executions but this initiative blew me away. In fact, this is a first for me where the traditional mannequin becomes an interactive shopper information and engagement tool.
It hit all three moments of truth: at true shopper pace it caught my attention, stopped me in my tracks, and made me a convert. Further, this wasn’t just the repurposing of a consumer proposition or above-the-line campaign but a fine translation that had been crafted into true shopper speak for the retail environment.
The execution was a derivative of it’s ‘This is a pair of Levi’s’ campaign. With the tag ‘Made far better than necessary’, this created awareness and purchase intent. But I posit that it was the in-store execution that closed the sale.
This is due to the fact that one of the hardest working vehicles in the mix – the window and retail display – was probably the only succinct way to communicate over 24 improvements to its classical five pocket. What else could provide a visceral bond and tactile connection with the shopper?
Arguably this mannequin execution has had the longest shopper dwell time in recent retail history. While the
consumer message cornered positioning, the shopper communication focused on features that lead onto benefits, reinforcing the quality quantum.
Dressing the mannequin with apparel that had been turned inside out (something I haven’t seen before) innovations were highlighted with tickets (one colour print and safety pin) pinpointing all the innovations and benefits. I was transfixed and had to make sure that I uncovered all the new innovations.
Well done Levi’s, one of the few examples of pure shopper marketing execution in the high-end apparel space. Cost efficient and highly effective – the way most consummate shopper marketers have to do it. (If you pick this up on twitter, tweet me @jfrichol, I’m expecting a hamper. If not, a shout out is also okay.)
Jason Frichol (Frich)
These views and opinions are my own and not those of my employer or customers.