Levi’s Lateral thinking on website

Fashion brand Levi’s today unveils the latest incarnation of its Lateral-designed European consumer website, which will be rolled out to 38 countries across Europe, the Middle East and Africa.

According to Levi’s Europe digital marketing manager Helene Venge, the company is ramping up its investment in digital media and is planning to evolve a year-round digital marketing programme that will include e-mail marketing and possibly SMS campaigns.

The site, www.eu.levis.com, is the first evidence of this investment and has been created to engage with Levi’s core target market of 15to 24-year-old females on a more emotional level, she says.

‘The site is taking a step from product promotion to a conceptual brand experience,’ explains Venge. ‘Interactivity is key and the visual experience is also very rich.’

Lateral, which was dropped as Levi’s’ resident digital consultancy in 2001, was re-appointed after a credentials pitch in December 2002.