Levi’s Europe has launched “phase one”of its new Levi.com website.
Levi’s hired Good Technology last October to help overhaul its digital strategy.
Recent research on existing Levi.com (Europe) users had shown that customers are looking for more extensive information on Levi’s products and Levi’s stores and dealers, says the company. The new site hopes to meet their needs with a “sophisticated and extensive” database.
The launch of the website coincides with a television and poster ad campaign.
New site features include: access to 500 different Levi’s products and accessories, searchable by store; product information incorporated into an extensive database; availability in three European languages: English, French and German (the “events” section will list the user’s country-specific events along with pan-European events; regularly updated product information about Levi’s Red Tab jeans, Red Tab Home Laundry and Engineered jeans.
Good Technology client services director Xanthe Arvanitakis says: “In this first phase we have set up the extensive product database and the creative tone of the site.”
Stefan Shaw, digital creative director at Levi’s ad agency, Bartle Bogle Hegarty, says: “This is the closest we’ve ever got to representing the Levi’s brand values online.”
Anne Bonew, of Levi’s Europe Internet Marketing, adds: “In the first phase we have developed a customer-oriented website while retaining the creative and experimental aspects for which the brand is so well known.”