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Levi’s® Store SHINJUKU STORE OPENING -FLASH REPORTOctober 2, 2012 Levi Strauss Japan K.K.

INTERNAL USE ONLY © 2012


STORE PHOTO / OUTSIDE AND FACADE

桑原さん:ここに外観写真を入れてください。

INTERNAL USE ONLY © 2012

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STORE PHOTO / B1F –WOMEN'S-

桑原さん:ここに地下1階の内観写真を入れてください。

INTERNAL USE ONLY © 2012

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STORE PHOTO / 3F –LVC AND TAILOR-

桑原さん:ここに3階の外観写真を入れてください。

INTERNAL USE ONLY © 2012

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STORE PHOTO / TAILOR SHOP

桑原さん:ここにテイラーショップの写真を入れてください。

INTERNAL USE ONLY © 2012

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Buzz Creation prior to opening 1. 2. 3. 4. 5.

Out Door in Shinjuku Station (Source:Sept. 24-Oct. 7) Internet buzz creation (Source:Sept. 24- ) Press Preview (Source:Sept. 27, 11 am) Opening Party & Photo Event (Source:Sept. 27, 7 pm) Full Page AD in News Paper

Resulted in 8.7M Yen in sales for the first 3 days despite the Typhoon landed in Tokyo on Sunday and had to close down the Store early. First 2 days sales exceeded 210 % against the target and drive more than 2,000 people to the store per day..

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EVENT/PRESS CONFERENCE

桑原さん:記者会見の写真入れてください。

INTERNAL USE ONLY © 2012

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DIGITAL PROMOTION

• Levi.jp, Twitter, and Facebook strongly focused on store opening promotion

• Especially Levi.jp, published storerelated contents almost everyday and generate online buzz via social media

INTERNAL USE ONLY © 2012

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EVENT/OPENING PARTY We had Famous DJ Okino Shinya form Kyoto Jazz Massive in the house and had more than 500 guests from fashion Media, stylist , models and influencers.

桑原さん:パーティーの写真入れてください。

INTERNAL USE ONLY © 2012

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PHOTO EVENT AT OPENING PARTY

• “GIFTHREAD” – http://levi.jp/shinjuku/gifthread/ • Shot more than 50 influencers and atmosphere at the party • The attendee of the party, and other Internet users can scatter easily via Twitter and Face book • We collaborated with HOUYHNHNM, one of the famous and influential online fashion media (Source:see the next page)

INTERNAL USE ONLY © 2012

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PHOTO EVENT (SOURCE:TIE-UP WITH HOUYHNHNM )

HOUYHNHNM is one of the most biggest fashion portal site in Japan. We conducted a tie-up with them for to create a opening buzz. • From the tie-up page with HOUYHNHNM has acquired fashioninterested users we need to approach • Published on 9/28 on the day of the store opening

Famous Stylist , editors and models Including Miss Universe came over for a party and participated in this Photo shoot !

INTERNAL USE ONLY © 2012

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NEWS PAPER AD

Senken Shinbun Sept. 24 Circ. 200,000 PRESENTATION TITLE PLACEHOLDER INTERNAL USE ONLY © 2012

Asahi Shinbun (Greater Tokyo Edition) Sept. 28 Circ. 4,800,000 16


CRM / CLUB LEVI’S

• LOCAL CRM PROGRAM –CLUB LEVI’SOFFERED 1,000 POINTS GIFT WITH STORE VISIT TO SHINJUKU NEW STORE.TIME LIMITED POINTS. *1,000POINTS ≒ 10USD COUPON

・ALMOST 17% SALES CAME FROM CRM LOYAL USERS IN FIRST 3 DAYS.

INTERNAL USE ONLY © 2012

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Flash Result

PRESENTATION TITLE PLACEHOLDER INTERNAL USE ONLY © 2012

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SALES FIGURES FOR FIRST 3DAYS.

PRESENTATION TITLE PLACEHOLDER INTERNAL USE ONLY © 2012

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2008/09/29

2008/09/28

Online Ads posted

2008/09/27

2008/09/26

2008/09/25

2008/09/24

2008/09/23

2008/09/22

The first contents published

2008/09/21

2008/09/20

2008/09/19

2008/09/18

2008/09/17

2008/09/16

2008/09/15

2008/09/14

25,000

2008/09/13

2008/09/12

2008/09/11

2008/09/10

2008/09/09

2008/09/08

2008/09/07

2008/09/06

2008/09/05

2008/09/04

2008/09/03

2008/09/02

2008/09/01

2008/08/31

BUILDING MOMENTUM THROUGH DIGITAL CONTENT Store Opening

Total Traffic of LEVI.JP

20,000

15,000

10,000 Visits

Visitors

5,000 PVs

0

PV grew 3 times at the opening of the store! 20


PRESS PREVIEW ATTEND MEDIA ■21 MEDIA/ 35PEOPLE

• TV:

4 PROGRAMS/ 12PPL

• NEWSPAPER:

9MEDIA/ 11PPL

• WEB:

7MEDIA/ 10PPL

• FREELANCE):

2PPL


PR MESSAGE 【ABOUT THE STORE】

WORLD’S FIRST “GLOBAL CONCEPT STORE”

THE ONLY SHOP IN JAPAN WHICH HAS FULL LINE UP OF LEVI’S RED TAB, LEVI’S VINTAGE CLOTHING AND LEVI’S MADE AND CRAFTED.

THE ONLY SHOP IN JAPAN WHICH HAS THE “TAILOR SHOP” COUNTER WHERE CONSUMER CAN MAKE THEIR “ONLY ONE” JEANS.

【MARKET 】

THE WORLD’S BIGGEST STATION, SHINJUKU

LOW PRICE (Source:=UNIQLO) VS AUTHENTIC BRAND VALUE (Source:=LEVI’S)

【ABOUT LEVI’S】 •

LEVI’S IS AN AUTHENTIC BRAND

LEVI’S IS THE ORIGIN OF JEANS

DIFFERENCIATION BY ORIGINAL JEANS, ONLY ONE JEANS BY “TAILOR SHOP”


NEWSPAPER EXPOSURE ACQUIRED 21,070, 000 REACH IN CIRCULATION: Nihon Keizai Shinbun Sept. 28 Circ.3,000,000 Customize your Jeans Levi’s opening a store in Shinjuku

Fuji Sankei Business Sept. 28 Circ. 160,000 Apparel brand opening it flagship in Shinjuku

In addition, Asahi & Yomiuri (National Paper) will do a follow up article. INTERNAL USE ONLY © 2012

* Provide translation at final report

Senken Shinbun Sept. 28 Circ. 200,000 First global concept store In Shinjuku 23


TV EXPOSURE Morning News Show •

Mezamashi TV(Fuji network) 5:25-8:00 10.2% viewer ship When : 9/28 7:09 (3 min 38 sec) Content: Next to Bicqulo ….Levi’s opening unique concept store

Sukkiri!(Nihon TV) 8:00-10:25 6.3% viewership When: 9/28 8:19(1 min 53sec) Content: Shinjuku is Changing! Emphasis on Uniqueness Personalize your Jeans

Evening Business News •

World Business Satilite (TV Tokyo) 23:00-24:00 2.9% viewership When: 10/1 TBD

Content: Challenge to create additional value to the jeans.

Entertainment News •

FOX TV Back stage pass When: 10/8-10/21 (repeat 20 times) Content: Store opening party & introduction INTERNAL USE ONLY © 2012

*FOX TV will come out shortly

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TV EXPOSURE -3 TV PROGRAMS WITH LONG EXPOSUREMEZAMASHI TV (MORNING NEWS) 203 SEC.

INTERNAL USE ONLY © 2012

SUKKIRI TV (MORNING NEWS) 113 SEC.

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WEB EXPOSURE/ 43 WEB SITES

INTERNAL USE ONLY © 2012

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WEB NEWS Coverage • @ 43 portal site •

YAHOO!NEWS

FASHIONSNAP.COM

媒体名

Fahionsnap.com

Livedoor HOMME (Source:Fahionsnap.com)

BIGLOBE Kirei Style (Source:Fahionsnap.com)

msnビューティースタイル(Source:Fahionsnap.com)

Fashion Latte

BIGLOBE Kirei Style(Source:Fashion Latte)

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MY NAVI NEWS(Source:Fashion Latte)

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Infoseek NEWS(Source:MY NAVI NEWS)

Goo NEWS(Source:MY NAVI NEWS)

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Sankei Biz

Yahoo! NEWS(Source:SankeiBiz)

Yahoo! NEWS BUSINESS(Source:SankeiBiz)

excite.ism

Mapion News (Source:Fahionsnap.com)

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unber

girlswalker.com (Source:unber)

Livedoor HOMME (Source:unber)

CampusCity (Source:unber)

Excite NEWS(Source:excite.ism)

Yomerumo NEWS(Source:unber)

Shinjuku Keizai News

apparel-web

Yahoo! NEWS(Source:Shinjuku Keizai News)


Shinjuku Store