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Shopping floors inherently have limited space for inventory and product stories. By leveraging technology, the brand and retailer are able to provide access to the full assortment, sizes and product programs at the point of purchase. All of the major retailers made significant investments in delivering on-floor technologies. Macy’s is probably the most advance in this area. For the new Macy’s Levi’s Shops, we created a 6 ft tall interactive touch screen where customers could review product stories, fit guide and guide. Additionally, we installed several large format video monitors, that ran brand photos and videos of the exclusive product programs available at Macy’s. RESPONSIBILITY // With the help of a third-party technology firm, we owned the design, development, testing and roll out of the passive and interactive video experiences. RESULT // The overall investment in technology gave the Macy’s in-store Levi’s experience the competitive advantage Macy’s wanted in the marketplace and reflected the hierarchy of Levi’s distribution to Macy’s as the premier Better Department Store. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454360337666-O4NBV9NLYME1IDC7QIST/image-asset.png LEVI'S One of the key roles of the Wholesale Marketing was to lead the sell-in of seasonal brand and in-store marketing with Key Accounts https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454360513969-DQEANSC38IMFI8NAUKRX/image-asset.jpeg LEVI'S JCP also made major investments with in-store technologies. They outfitted each denim bar with 2 iPads where consumers could review the entire Levi's assortment, find their style with the Fit Finder as well as explore seasonal collections with the LookBook. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454359431717-4XK9VLXAKGZFV4XP2O0L/image-asset.png LEVI'S   When Ron Johnson, former head of Apple Retail, took over JCP, it was a declining mass market department store. Ron Johnson’s vision was to transform the retailer into a shop-in-shop style specialty story with some of the most popular brands. His first shop build-out was the Levi’s Denim Bar. JCP and Levi’s co-invested to build over 500+ shops across the country. The average shop build out was of $150K. RESPONSIBILITY // While JCP ran point on the build outs, my team worked directly with their teams on the final designs, customization and adaptation of the Levi’s Denim Bar. RESULT // While Ron Johnson’s vision never fully came to fruition and was ultimately deemed a failure, Levi’s business experienced a significant rebound from the pre-shop performance. Four years later, JCP is one of Levi’s top performing accounts. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454360272568-IEPHOMKAC97C4XUXSAZ4/image-asset.png LEVI'S   As the original denim jean, Levi's were adopted as the uniform of the original legends of skateboarding. As Levi's challenges itself to bring technical and style innovation to specific audiences, skateboarders were the next logical group. In collaboration with Nike, Levi's launched its first ever skateboarding collection which included jeans with special abrasion resistant denim. RESPONSIBILITY // My team worked with retailers and Levi's creative resources to launch and market the program at specialty retail. RESULT // The initial launch was hugely successful and helped Levi's expand distribution and assortments with Action Sports retailers. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454360045123-67V6XGKUCJ23ZOONNXIT/image-asset.png LEVI'S   One of the most significant commercial product innovations Levi's made recently is the Commuter program. The Commuter collection was designed around the rider and incorporated innovative technical features into the product. After its initial launch in the best urban bike shops, the collection was opened to better department stores. Product banners and videos were created for the department store consumer experience. RESPONSIBILITY // My team worked with retailers and Levi's creative resources to develop and install product banners and videos targeting the department store consumer. RESULT // Strong performance at department stores helped triple the sales of the Commuter line in year two of the program. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454360624748-GAI8XZKOP3GICCS559VM/image-asset.jpeg LEVI'S   Wholesale E-commece grew exponentially during 2011, '12 and '13. A key ingredient to the success of our wholesale partners was our digital support of their businesses. For all our major retail partners, our team created and delivered product and marketing campaign photography as well as designed digital shop-in-shop experiences. The above image - The Levi's Store at Amazon.com - is an example of one of these shops.. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454359549531-XOKDEEE1ZPTTKQ0E3OSA/image-asset.png LEVI'S   JCP’s investment in the Levi’s brand, forced Macy’s to follow suit and offer a better, more elevated customer experience than JCP. With that goal in mind, we worked extensively with Macy's to design a prototype and pilot program of a new shop concept. Incorporating refinements from the pilot program, we rolled out the shop concept to 150 door of Macy’s top markets and doors. RESPONSIBILITY // Working tightly with Macy's merchant and in-store teams, my team led the design briefing and managed the build out and performance tracking for the shops. RESULT // The new shops were installed into stores that had already undergone significant renovation and shop upgrades from other brands. The Levi's shop experience catapulted the product shopping experience beyond it's peer class. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454360006068-OZTJH467QEI0FRQFX2KW/image-asset.png LEVI'S   The 501, Levi's most recognized product name, was updated and relaunched in 2012. The relaunch was the opportunity to shine a light on the many faces of the 501. Using social media, the brand asked consumers to join the conversation and share how they wear the 501 and make it their own. RESPONSIBILITY // My team executed the in-store experience of the 501 relaunch - designing and installing product banners that included the #501 CTA. 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https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454520191475-7XJ69HMXNCBZGTR6TPX2/image-asset.jpeg ROXY http://www.dkmktg.com/tretorn daily 0.75 2016-02-08 https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454469977886-FTMS9ALZNOQIS1OJMSZO/image-asset.png TRETORN http://www.dkmktg.com/dockers daily 0.75 2016-02-08 https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454484283630-G43ODR20UATLL41IGLIC/Dockers+sell+in.jpg DOCKERS https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454741387294-7U99WM67MMRVSFRYLCOD/dockers+instore.jpg DOCKERS http://www.dkmktg.com/trx daily 0.75 2021-04-30 https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479193498-3JLDL345YGE0BDSDQF55/image-asset.jpeg TRX SOCIAL MEDIA // A key component of the 'Better' Campaign was to leverage original content and social media (both paid and organic) to connect with new consumers. The gym rats knew us well, but the non-gym goers, those into running, yoga, fitness, swimming, cycling, etc. ? For each of these audiences we created and produced target specific content that would explain and romance how TRX would complement their activity. Brand engagement and new user traffic consistently performed well with this content marketing strategy. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479220900-T2E9UIMBTJCCCHPH7P0K/image-asset.jpeg TRX PACKAGING // In 2015, TRX expanded into Big Box retail, however the product packaging was not designed for retail. Early performance at retail validated that the packaging needed to work harder to tell the product story. Beyond the three types of suspension trainers in the market, TRX was also developing additional skus. A packaging system was needed to link all the products and clearly present their unique propositions. Above is the updated TRX product packaging system. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479047492-8BVXEY1RH70Q9GWYR5BG/image-asset.jpeg TRX https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479246482-8VDMN7SEI6XY5AGBUUJ2/image-asset.jpeg TRX TRADE SHOWS & EVENTS // Above you see how the new brand campaign came to life in a Trade Show execution. IHRSA (the above show) is the industry's marque event for equipment manufactures. Our objective for the TRX Experience was to show gyms how the TRX experience could come to life for their members. The integration of workout areas, meeting spaces, product demo zones, retail shop and video was the most impactful statement TRX had made in its 10 years at the show. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479146955-0DYBSCB3G2SY74NLDZQ4/image-asset.png TRX DIGITAL MARKETING // Technology has become a major ingredient to the in-store shopping experience. Shopping floors inherently have limited space for inventory and product stories. By leveraging technology, the brand and retailer are able to provide access to the full assortment, sizes and product programs at the point of purchase. All of the major retailers made significant investments in delivering on-floor technologies. Macy’s is probably the most advance in this area. For the new Macy’s Levi’s Shops, we created a 6 ft tall interactive touch screen where customers could review product stories, fit guide and guide. Additionally, we installed several large format video monitors, that ran brand photos and videos of the exclusive product programs available at Macy’s https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479118902-GQ1NAZF6Z91OWCK7LRBA/image-asset.jpeg TRX Over the years, TRX's imagery, visuals and messaging varied widely. At times, it was gritty and dire or superhuman, others would be all-smiles and chipper. The visual identity needed greater consistency and continuity - environments, models, angles, exercises, composition, etc. Above you'll see the initial image library for the new campaign. https://images.squarespace-cdn.com/content/v1/56aaa955d51cd4476b25b0fd/1454479071189-74Z0COH3R96CDHIH2XDY/image-asset.jpeg TRX BRAND CAMPAIGN // The consumer campaign focused on better movement as an endless journey, not a destination. The core message was always push, chase, reach for better. It's no longer about working out to get ‘good’, then harder to get ‘better’ and ultimately become your ‘best’ and done. We’re never done with better. Better doesn’t have a finish line. With TRX, you get 'good' by giving your 'best', and everyday you Earn Your Better. Fundamentally, TRX is about helping you move better through sport and life. If you move better, you can train better. If you train better, you perform better. 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