LEVI’S® BRAND

2013 FALL/ WINTER

EXHIBITION May 23rd, 2013

JAPAN

EVENT SUMMARY

On Thursday, May 23rd the Levi’s® Japan team held press previews to introduce

the Levi’s® Red Tab, Levi’s® Made & Crafted, and Levi’s® Vintage Clothing Fall/

Winter 2013 Collections.

The evet took place in the gallery space in TOKYO’s “TEMPORARY

CONTEMPORARY”, featuring creative vignettes and live models to tell the key

product stories and the head to toe look from the Fall 13 collections.

Men’s and Women’s fashion editors and business partners (buyers from key

accounts) attended one on one appointments throughout the day. There were

140 editors, 50 buyers, and 50 Levi’s® friends and 240 in total. All attendees

enjoyed the installations and the live model show which was shown 8 times

( every 1 hour), and received a concept & product catalogue and a gift.

ATTENDEES • MEN’S FASHION MAGAZINE

– OCEANS

– SAFARI

– LEON

– MEN’S CLUB

– UOMO

– GQ

– POPEYE

– BRUTAS

– CASA BRUTAS

– MEN’S NON NO

– MEN’S FUDGE

– BEST GEAR

– BEGIN

– GRIND

– COOL TRANS

– MEN’S JOCKER

– HUGE

– SAMURAI MAGAZINE

– GOETHE

– LIGHTNING

– 2ND

– CLUTCH

– BICYCLE PLUS

– CLUB HARLEY

– SENSE

– EYESCREAM

– PEN

– SWITCH

– FREE & EASY

– WORLD PHOTO PRESS

– ROCKIN’ ONCROISSANT

– CUT

– ROLLING STONE

– FLY WHEELY

• WOMEN’S FASHON MAGAZINE

– SPUR

– ELLE

– VERY

– DOMANI

– OGGI

– GINZA

– INRED

– SPRING

– SWEET

– STEADY

– FUDGE

– SOUP

– KERA

– ANE CAN

• FASHION WEB MAGAZINE

– HONEYEE.COM

– HOYUNUNM

– OPENERS

• NEWSPAPER

– WWD

– NIKKEI SHINBUN

– SENKEN SHINBUN

– SENI- RYUTSU KENKYUKAI

• RADIO

– TBS RADIO & COMMUNICATIONS

– JWAVE

– SPACE SHOWER

• BUSINESS PARTNERS

– ISETAN

– BEAMS

– DAIMARU

– TAKASHIMAYA

– HANKYU

– UNITED ARROWS

– SEIBU

– JEANS MATE

– RIGHT ON

AND MORE…

MEDIA FEEDBACK HIGHLIGHTS

• They were all impressed to see the 3 lines together as “LEVI’S® BRAND” at the same time, same space for the first time in Japan. This made them understand the positioning of each line- Levi’s® , Levi’s® Made & Crafted, and Levi’s® Vintage Clothing even more clearer than ever before.

• Both Men’s & Women’s editors and buyers loved the styling made by YASUHIRO WATANABE, using the key products and the ICONS from 2013 Fall/ Winter Red Tab. Many of them commented that they can see that the Levi’s® Red Tab is starting to become a real “HEAD TO TOE” brand for sure.

• Men’s Editors liked the 513 which is new to Japan Market. From the success of 501® this spring, they feel that the straight silhouette is coming back in a very ‘MODERN’ way. They also liked the trucker and western shirt as well. They were impressed to see the full lineup of Made & Crafted in the shop displays. The Gradual crew sweater, especially brown and Dragon fly color, attracted their attention. Also the Orange Tab theme was very appreciated since many of them are familiar to it in Japan.

• Women’s editors were very interested in REVEL. They’re interest was toward the technology and then by seeing the model fit, they understood that the liquid shaping technology could make a women’s body even more attractive.

THANK YOU !