Rig by Raul Mendoza

SPRING / SUMMER 2013

SEASONAL RIG

FOR APPROVALS | TUESDAY, JANUARY 8, 2013 4:00 PM

SPRING / SUMMER 2013 SEASONAL RIG

TABLE OF CONTENTS

BRAND OVERVIEW ............................................................................................. 3 DESIGN PRINCIPLES .......................................................................................... 4 SEASONAL DESIGN INSPIRATION ............................................................... 5 SEASONAL LIFESTYLE PHOTOGRAPHY ................................................... 6 WINDOWS .............................................................................................................. 7 • Delivery 1................................................................................................................. 7 • Delivery 2................................................................................................................ 8 • Delivery 3................................................................................................................ 9 IN-STORE PRESENTATION AND MERCHANDISING ............................ 10 HANGING: INDIGO EXPLODED ....................................................................12 HANGING: THE PAINTED DESERT ..............................................................13 FOLDING ............................................................................................................... 14 TABLES .................................................................................................................. 16 ENVIRONMENT .................................................................................................. 18 KEY LOOKS AND STYLING ............................................................................ 19

SPRING / SUMMER 2013 SEASONAL RIG

BRAND OVERVIEW

LEVI’S MADE & ™ CRAFTED ®

140 years ago, Levi Strauss invented a simple blue jean that would forever change the way America, and the rest of the world, dressed. Levi’s® Made and Crafted™ builds on this legacy by designing tomorrow's classics using today’s best materials and construction techniques. Here’s to the next 140 years.

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DESIGN PRINCIPLES

FABRICS

CONSTRUCTION

DETAILS

INDIGO & DENIM

THE FINEST MATERIALS AND FABRICS

CRAFTED WITH CARE

THE DIFFERENCE IS IN THE DETAILS

INDIGO IS OUR BIRTHRIGHT

Each season, we develop the most interesting fabrics with the best mills from around the world.

Every garment is cut, sewn and finished using the best methods available. Some items take a few days to make. But it’s these extra steps that ensure the inside is as beautiful as the outside.

We obsess about the little things because they make a big difference. We appreciate those extra touches and we know you do, too.

We are Levi’s®. We invented the denim game and we are still the best at it. Each season, you can expect us to show off where we came from – and whee we can take it.

• Our premium quality denim is woven in the USA, Japan and Italy. • Our hand waxed leathers come from Italy. • We weave cashmere and silk yarns with cotton and wool to create wearable luxury.

• We hand sew our shirts using single needle construction. • We bind all interior seams of our chinos for a neat finish.

• Our buttons are made from compressed cotton, bone and wood. • The Levi’s® “Arcuate” is stitched behind the pocket – gradually appearing with wear. • We use real indigo and other natural dyes.

• We have the best fitting jeans for both men and women. • We use denim and indigo in new and unexpected ways. • Our denim is carefully hand finished by the best laundries in the world.

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SEASONAL DESIGN INSPIRATION

SEASONAL DESIGN INSPIRATION Our journey began in San Francisco. We charted a course through the lush woods of Lake Mammoth and down towards the painted deserts of Mexico. From late winter into spring and summer. From escape to discovery and then on to new beginnings. From the things we knew and were known for to a world rich with the possibility of the future. We ended up far from where we started. But we were very much at home. This season, we recall our journey through the American West, paying tribute to the route we took and the places we stopped. But more than the trip itself, we embrace the spirit of our adventure and the excitement of exploring new places. We combine the old with the new, our own with the found, and we explode it all into a kaleidoscopic frenzy of color, textures, materials and shapes. Where we go, we have never been before. But we feel at home, away from home.

confidential & proprietary | ÂŠ 2013 LEVI STRAUSS & CO.

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SEASONAL LIFESTYLE PHOTOGRAPHY

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WINDOWS – DELIVERY 1

WINDOWS DELIVERY 1 • Landscape photography printed on acrylic panels suspended from ceiling. • Trapeze hanging system suspended from ceiling. • Hero product hanging from trapeze. • Stained wood platforms on floor. • Hero product on platform. • Made & Crafted™ vinyl decal on glass.

Window A

Window B

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WINDOWS – DELIVERY 2

WINDOWS DELIVERY 2 • Suspended landscape photography. • Multi-colored acrylic panels hanging in front of landscape photography. • 24" fluorescent tube suspended from ceiling. • Hero product hanging from tube. • Fluorescent tube “tree sculpture” sitting on ground. • Made & Crafted™ vinyl window decal on glass.

Window A

Window B

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WINDOWS – DELIVERY 3

WINDOWS DELIVERY 3 • Framed “sand sculpture” boxes featuring hero Made & Crafted™ prints and patterns suspended from ceiling. • Framed hero product suspended from ceiling. • Stained wood platforms on floor. • Bottles filled with sand on platforms. • Made and Crafted™ vinyl window decal on glass.

Window A

Window B

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IN-STORE PRESENTATION

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IN-STORE MERCHANDISING

IN-STORE MERCHANDISING For Spring/Summer 2013, Levi’s® Made & Crafted™ takes a kaleidoscopic look at the classics and explodes indigo, denim, stripes and prints in unexpected ways. When merchandising your store, group collections together by these 2 important collections:

1. INDIGO EXPLODED

Experimenting with new applications of pure indigo dye, the lifeblood of quality Levi’s® denim, and applying it to garments not normally seen in such vibrant shades of blue.

2. THE PAINTED DESERT

Indigo Exploded

For Spring/Summer 2013, Levi’s® Made & Crafted™ combines bright and muted desert colors in stripes and ombre finishes to mimic the vast tones of a painted desert.

The Painted Desert

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IN-STORE MERCHANDISING – HANGING: INDIGO EXPLODED

HANGING: INDIGO EXPLODED

Men’s

Women’s

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IN-STORE MERCHANDISING – HANGING: THE PAINTED DESERT

HANGING: THE PAINTED DESERT

Men’s

Women’s

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MEN’S IN-STORE MERCHANDISING – FOLDING

FOLDING • When folding bottoms, group product together by fit (Tack, Ruler), fabrication (Drill Chino), and style (Shorts). • When merchandising tops, group together by color story and keep like styles together. • Fold neatly and ensure that full size-runs are out. • Fold to highlight details and special features.

Bottoms

Tops

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WOMEN’S IN-STORE MERCHANDISING – FOLDING

FOLDING • When folding bottoms, group product together by fit (Pins, Empire) fabrication (Slim Chino) and style (Shorts). • When merchandising tops, group together by color story and keep like styles together. • Fold neatly and ensure that full size-runs are out. • Fold to highlight details and special features.

Bottoms

Tops

SPRING / SUMMER 2013 SEASONAL RIG

IN-STORE MERCHANDISING – TABLES

TABLES • Tables are used to highlight key looks and head to toe dressing. • Use looks from the “Key Looks” section as a reference when pulling looks. • Add accessories such as belts, scarves and bags to complete the head to toe point of view.

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IN-STORE MERCHANDISING – TABLES

TABLE DETAILS

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ENVIRONMENT

ENVIRONMENT 2

2 found props to add dimensions and interest • Use X1 Made & Crafted™ accessories and X to the space.

• Product can also be folded 3X to highlight special special “Sundries”, details, buttons, and snap fasteners.

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MEN’S KEY LOOKS

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WOMEN’S KEY LOOKS

confidential & proprietary | ÂŠ 2013 LEVI STRAUSS & CO.