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FW13 Editors Event Recap
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Levi’s® Fall/Winter 2013 Press Preview: Wrap-‐Up Report
Invita(on
Event Summary
On Thursday, March 21st the Levi’s® Global PR team held press previews to introduce the Levi’s® Red Tab, Levi’s® Made & CraDed, and Levi’s® Vintage Clothing Fall/Winter 2013 collecIons. The event took place in the gallery space at New York City’s Milk Studios, featuring crea(ve vigneLes to tell the key product stories from the Fall 13 collec(ons. Men’s and women’s fashion editors from Argen(na, Brazil, Canada, Chile, Columbia, Mexico, and the US aLended one-‐on-‐one appointments throughout the day followed by an open house cocktail recep(on in the evening featuring famed DJ Harley Viera-‐Newton. All aLendees received USB drives with all Levi’s® FW13 look books and Levi’s® VIP discount cards. Key media aLendance & product vigneLes included:
Print Media ALendees • Allure -‐ Daisy Shaw, Associate Market Editor • Complex -‐ MaLhew Henson, Market Editor & James Harris, Associate Market Editor • Cosmopolitan -‐ Faye Power, Associate Fashion Editor • Cosmopolitan for LaInas -‐ Krystyna Chavez, Assistant Editor • Details -‐ Jus(n Berkowitz, Market Editor • Elle -‐ Kristen Shirley, Market Editor • Esquire -‐ Jonathan Evans, Senior Online Editor & Max Berlinger, Contribu(ng Style Editor • Essence -‐ Reneise Francis, Fashion Associate Market Editor, Celia Smith, Online Fashion Editor, & Be]na Prophete, Fashion
Assistant • EssenIal Homme -‐ Terry Lu, Editor-‐in-‐Chief • Fashion Magazine (Canada) -‐ Caitlan Moneta, Fashion Market Editor • Forbes -‐ Joseph DeAce(s, Style Director • Fuscia (Columbia) – Lila Ochoa • Glamour -‐ Sasha Iglehart, Deputy Fashion Director, Rajni Jacques, FAshion News Editor, & Becky Malinsky, Fashion Market
Editor • GQ -‐ Garret Munce, Fashion Editor & Nate Erickson, Social Media Editor • Harper’s Bazaar -‐ Mallory Schlau, Associate Market Editor • Harper’s Bazaar ArgenIna – Claudia Pasquini, Editor in Chief • Health -‐ Rosalind O’Connor, Fashion Assistant • InStyle -‐ Sarah Conly, Market Editor • Interview -‐ Jessica Mycock, Senior Fashion and Accessories Editor • La Nacion Revista (ArgenIna)– Mariangeles Lopez Salon, Fashion Editor • Ladies’ Home Journal -‐ Gabrielle Porcaro, Associate Fashion Editor • Lou Lou Magazine (Canada) -‐ Joanie Pietracupa, Beauty Director • Lucky -‐ Elle Strauss, Senior Fashion Editor, Noelle Sciacca, Associate Market Editor, & Natalie Beno], Associate Accessories
Editor
Print Media ALendees Cont’d • Marie Claire Brazil – Monica Servino, Senior Fashion Editor • Marie Claire Mexico – Jorge Estrada, Fashion Editor • Maxim -‐ Patrick Ward and Sean Flanagan, Publisher & Adver(sing Sales Director • Men’s Health -‐ Moira Lawler, Associate Fashion Editor • Nylon -‐ Ray Siegel, Online Senior Editor, Mistu Tsuchiya, Men’s Market Editor, & Tamar Levine, Associate Market and
Accessories Editor • O, The Oprah Magazine -‐ Kris(na Lepore, Associate Fashion Market Editor • Onebook (Chile) – Sebas(an Garcia • People StyleWatch -‐ Rachel Aschenbrand, Fashion Editor • People StyleWatch on TV -‐ Joiee Thorpe • Real Simple -‐ Allison Chesky, Assistant Fashion Editor • Redbook -‐ Cris(na Desposito, Fashion Editor • Self -‐ Lindsay Huggins, Senior Fashion Market Editor • Seventeen -‐ Abby Kalicka, Senior Market Editor • Shape -‐ Ka(e Goldsmith, Fashion Director • The Fader -‐ Mobolaji Dawodu, Style Editor at Large, Alex Frank, Style Editor, and Deidre Dyer, Style Assistant • Teen Vogue -‐ Gloria Baume, Fashion Director, Mary Kate Steinmiller, Senior Fashion Market Editor, & Andrew Bevan, Style
Features Editor • Us Weekly -‐ Charles Thorp, Senior Entertainment Reporter • Vanity Fair -‐ Heather Shimokawa, Senior Market Editor • Vogue -‐ Kelly Connor, Fashion Associate & Giovanni Beda, Men’s Fashion Assistant • W -‐ Lindsey Frugier, Market Editor • Women’s Health -‐ Jacqueline Azria-‐Palombo, Fashion Director & Liza Collis, Fashion Market Editor • WSJ -‐ Preetma Singh, Fashion Market Editor • WWD -‐ Alex Badia, Men’s and Women’s Fashion Director & Luis Campuzano, Men’s Associate Fashion Editor
Freelance Media ALendees
• Anne Raso • Ben Se(awan (Esquire Big Black Book) • Brandon Snider • Chris(ne de Lassus (Trace) • Jim Shi (WSJ, Forbes) • Sarissa Phillips-‐Singletary • Shala Rothenberg
Online Media ALendees • Cool HunIng -‐ Josh Rubin, Editor-‐In-‐Chief • Chic Inspector -‐ Saneeta Harris, Blogger • Daily Front Row -‐ Ashley Tschudin, Blogger • DenimHunter -‐ Shanna McKinnon, Blogger • Denimology -‐ LiseLe Geller, Blogger • DisInct Homme -‐ Jamie Tonge, Blogger • E! Entertainment / The City Loves You (Mexico) – Raul Alvarez, Fashion Editor • Empire Ave -‐ Ebonee Spence & Jay O’Neill, Bloggers • Fashion Snoops -‐ Heather Lunny, Editor • HighSnobebe -‐ Samia Grand-‐Pierre, Blogger & Lois Sakany, Blogger • Instant ElaIon -‐ Ashley Walker, Blogger • John Simon Daily -‐ John Simon, Blogger • Kenton Magazine -‐ Corey Kindberg, Blogger • Limité Magazine -‐ Adrian Farquharson, Blogger • Luxurious Prototype -‐ Phaon K. Spurlock, Blogger • Lyra Mag -‐ Judith Ecochard, Blogger • Refinery29 -‐ Elliot Aronow, Contributor • SelecIsm -‐ Denise Taw, Blogger • StyleMusic.tv -‐ James Andrew, Blogger • The Fashionisto -‐ Javon Drake, Blogger • The Scout -‐ Tom Ran, Blogger • The Standard EdiIon -‐ Jamie Apostolou, Blogger • The Shophound -‐ Aaron Bernstein, Blogger • The Social NY -‐ Stephani Redhead & Myles Lewis, Bloggers • William Yan -‐ William Yan, Blogger
Social Media Coverage • Adrian Farquharson: 519 TwiLer followers, 595 Instagram followers • Ben SeIawan: 2,505 TwiLer followers • Chic Inspector: 748 TwiLer followers, 692 Instagram followers • Esquire Style: 24,317 TwiLer followers • Garreb Munce (GQ): 3,332 TwiLer followers, 1,246 Instagram followers • GQ Fashion: 282,579 TwiLer followers, 319,881 Instagram followers • Harley Viera-‐Newton: 25,674 TwiLer followers, 14,330 Instagram followers • Jim Shi (WSJ, Forbes): 28,404 TwiLer followers • Lisebe Geller (Denimology): 23 TwiLer followers, 70 Instagram followers • Moira Lawler (Men’s Health): 536 TwiLer followers, 70 Instagram followers • Rajni Jacques (Glamour): 3,748 TwiLer followers • Ray Siegel (Nylon): 7,829 TwiLer followers, 1,860 Instagram followers • Shala Rotherberg: 45 TwiLer followers, 119 Instagram followers • The Scout: 6,488 TwiLer followers, 22,581 Instagram followers • The Standard EdiIon: 1,234 TwiLer Followers, 1,306 Instagram followers • William Yan: 6,789 TwiLer followers, 9,386 Instagram followers • TOTAL TWITTER FOLLOWERS: 394,770 • TOTAL INSTAGRAM FOLLOWERS: 372,136
Highlights: Editor Feedback • Editors were excited to see all of the Levi’s® collec(ons in one place, commen(ng
that seeing Red Tab, LVC and Made & Crajed side by side in the same room finally allowed them to understand the dis(nc(on between brands.
• Men’s editors par(cularly liked the new Packable Trucker Jacket, the colored
Waste<Less corduroys, and Levi’s® Made & Crajed Parka in Brown Trees. • Women’s editors loved the studded and embellished Levi’s® Red Tab denim
pieces, raved about the polka dot Made & Crajed dresses and jeans, and all were excited about Revel. They appreciated seeing it on body but also being able to touch and feel the fabric from the accompanying rack.
• Levi’s® Orange Tab was a welcome addi(on to the Levi’s® Vintage Clothing
collec(on.
Levi’s® Red Tab Product Stories
Icons Reinterpreted: The 501®, the Trucker, the Western & chinos
Made to Perform: Commuter Series
Made to Perform: Lightweight Packable Outerwear
Made to Perform: Curve ID’s Revel
Sustainable Innova(on: Waste<Less™
Levi’s® Made & Crajed
LVC: Orange Tab
LVC: Boomtown
Open House Cocktail Party Featuring DJ Harley Viera-‐Newton
THANK YOU! The Global PR Team