Levi's builds push with Jakarta concept store

Leo Burnett Kreasindo is developing an outdoor campaign to support the initiative, while Arc Worldwide will handle the launch party and public relations duties. "The launch event aims to position Levi's Lady's Style collection and Levi's concept stores as the first port of call for Indonesian women looking for an effortlessly sexy look," said Arc Indonesia director Andri Lesmana. "The party goes one step further by immersing the A-list crowd in the collection as they play dual roles as model and party host, highlighting the latest collection from Levi's Lady's Style as perfect for any occasion." A 'sexy living room' setting is being utilised for the event, along with top male DJs and a specially-created 'Effortlessly sexy' line of drinks. Sales to women accounts for around 30 per cent of Levi's Asian business, up from 20 per cent four years ago, and Lesmana is confident the rollout will tap into an increasing acceptance of denim among Indonesian women. Levi's has rolled out the Girls' Stores and Lady's Style concepts in Japan, Singapore, Korea, Hong Kong, Malaysia, and Taiwan.