Levi's new Philippine store aims to entertain

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MANILA--Levi Strauss & Co.'s new store in the Philippines is combining entertainment with shopping in an attempt to lure back youth by making the brand "hip" again.

Located in Glorietta, the country's shopping capital, the new Original Levi's Store blends the latest in technology, music and art to attract shoppers.

Apart from an array of Levi's products, from leather bags to watches, shirts and jeans, the store also features the "Chill Zone", showcasing upbeat music, coffee, snacks, cyber surfing, video games and a special youth art gallery.

"We have come up with a lifestyle concept of marketing. The concept is holistic in approach, where we focus on the customer's total satisfaction," says Levi's local retail marketing leader, Bing Cueto.

Levi's has teamed up with Music 1, a local record store, to provide listening stations at different areas of the Chill Zone. There are also Internet stations provided by Universe Cafe, a local Internet service provider; plus coffee and snacks from the Denim Brews counter.

Levi's new marketing tack is part of a global strategy, according to Mr. Cueto.

Copyright September 1999, Crain Communications Inc.

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