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Levis - Walmart Denim Destination

CLIENT: Levis

PROJECT: Walmart Denim Destination

INDUSTRY: Mass

SERVICES: Spaces, Displays, and Installation.

OVERVIEW

Levis championed a shop-in-shop concept to create a denim destination within Walmart supercenters. The goal was to provide a unique platform for brand sharing and to drive increased sales and product awareness through product navigation and selection.

CHALLENGE

There were several significant challenges that had to be overcome. Traditionally, men’s demin was shopped by females and Walmart’s communication approach was to sell to them by type, style, fit, description and price, and not by brand.

Critically, the program had to work within Walmart’s design philosophy while creating shop-in-shop visibility from a distance. It also had to be a shared program impartially representing major brands along with Walmart’s private label.

RESULTS

A dramatic increase in sales of over 32%, prior to a signage and merchandiser selector initiative, was realized for the Levis Strauss Signature Brand in a 12-store test.

Gorrie Marketing accomplished this by implementing creative design and best practices, and developing a communication strategy that enabled an easy selection process. We created many in-store communication elements, including innovative aisle interrupters that suspended the jean products themselves.

Additionally, the complex selection process of styles & fit (boot cut, loose boot, baggy, regular, classic, husky) size and pricing across many brands was simplified.

In addition to the outstanding sales increase, there was a marked increase in product and brand awareness for men’s denim, and this shop-in-shop concept became a destination for shoppers.