Denim is hitting the big screen. Levi’s teamed up with longtime digital media partner Reflect, to install two FLEXClear transparent LED video displays by PixelFLEX at its San Francisco flagship.
Shoppers at the store located on Market and 4th Street are greeted by the LED displays showcasing Levi’s latest campaigns. The 65 percent to 75 percent transparent screens are designed to allow natural light to come into the store.
Direct-to-consumer retail has been a major area of investment for Levi’s, the segment represents nearly one-third of Levi’s total global business. The screens are an example of how digital technology can be used to enhance brick-and-mortar retail experiences.
“Levi’s has been a client of ours for many years dating back to about 2013,” Reflect senior account manager Brandie Perkins, said. “As a forerunner in the jean industry, they haven’t always played a lot in the digital space, but for their San Francisco Market Street location, they really wanted to make a statement and connect with their customers.”
Natural light is needed for the 8,000-square-foot store. “With the way the store is physically laid out, the natural light is essential to the space, so [Levi’s] loved the idea of being able to put in a transparent LED display,” Perkins said. “This way they could still get light into the store without blocking any sightlines, and still make an impactful statement through the content on the screen.”
Despite being one of the oldest brands in the U.S., Levi’s is adopting new technologies in front and behind the scenes. Last year, the brand launched a shoppable video for the holiday season that allowed viewers to click on “shop now” buttons to place items in their shopping cart.
In February, Levi’s announced an end-to-end digital platform, Project F.L.X., that will digitize the design and development of denim finishing. By replacing manual finishing techniques with lasers, Levi’s said it will cut finishing time dramatically—from two to three pairs per hour to 90 seconds per garment, followed by a final wash cycle.