Lateral worked for Levi’s® for many years, initially for the US (levis.com), and then as the lead digital agency for Levi’s® Europe. There were various initiatives over the years, but planning and setting up the European girls site was a large part of my role.
Featuring the clothes that were currently appearing in the womens press ads. There was always a lot of interest in the exact details and the outlets were ready with extra stock.
FIND YOUR PERFECT FIT
An online interactive widget to help customers find the style of jean they were looking for. Users preferences were used to generate a results page of the styles that matched their preferences.
Each individual jean style had it’s own page with full details.
There were always a lot of enquiries about people that appeared in the Levi’s ads, so we used the website to tell people more about them.
Levi’s® informed us what stock was coming in and we featured the items in a regularly updated column . ‘Must Haves’ were also a regular feature of the email newsletter.
Another permanent feature of the site, the poll changed weekly and generated free, fun content. Every few weeks the poll would be something about jeans, but more often it was about whatever was going on at the time. Poll results were constantly updated.
This was a painting widget, a competition and finally, a gallery:
People have always customised their jeans. Here we provided a template to make it as easy as possible for people to post and share their ideas.