tip Shop! Mary Portas at Levis - Telegraph_614

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I met 2 people who invested contrasting service experiences. Avoid at all prices a needless and unhelpful bloke in a red T-shirt with ridiculously bulging muscles. Pamela Anderson in drag. Make a beeline instead as the fabulous and stylish Sheena,[link widoczny dla zalogowanych], who will cautiously s[link widoczny dla zalogowanych] you via all the alter styles, and be frank with you about what suits you (and more importantly what doesn't). She even took me to an unmanned till and completed the transaction.
The Levi's Store, Regent Street, London W1
WAS I BEING SERVED?
The new mart has a mighty industrial feel, with trolleys, bashed-up rugs and concrete flooring. I liked the 501 trousers storage at the back - a colossal glass container that puts over the unbelievable story of the iconic 501s (the first pair were made in 1879). And I adored the fact that the lower layer in particular focuses on the essence denim product,[link widoczny dla zalogowanych], with some of the best jeans merchandising I've seen in annuals. Great stuff.
THE WINDOWS
BAD FOR: the website,[link widoczny dla zalogowanych], and that bloke with the muscles (watch below)
Number of British stores: 46 plus eight concessions
GOOD FOR: setting a new benchmark in denim retailing.

VERDICT
BY Mary Portas |08 July 2010
Who's in charge? Tim Larcombe, MD (UK)
If you're in front of a TV on Monday night you might catch the final in my series, Mary Queen of Shops (BBC Two, 9pm). The premise of these latest programmes has been simple: whether we don't do someone to catch the scatter of the supermarkets,we'll lose our high avenues. Tesco et al are now so powerful and omnipresent that they tin sell practically anything they like, which is having a big clash on every type of local shop. So I turned my attention to trades that hitherto had been foreign to me, such as greengrocery, hair and beauty,[link widoczny dla zalogowanych], DIY.
This is the third period in five years that I've reiterated a Levi's Store - I reserve working back because I'm so keen for this mark to obtain it right. Well, third time lucky it may be, merely I'm pleased to report that, in my attitude at fewest,[link widoczny dla zalogowanych], the brand namely back - and hopefully for good. It fair needs to stop faffing about with those foolish 'craftworker' ads and start to differentiate the world why it's still the foremost denim brand out there.

The Levi's Store, 174 Regent Street, London W1
And it was the shopkeepers who arrested the public's imagination. There was a Facebook campaign to 'Save Paul the baker' from the first incident, and an online argue on my website about the Liverpudlian sisters who ran a flagging fruit and veg shop. So there's large interest and affection out there for the people who make and sell the asset we buy (something the supermarkets will not know). My opener information to the shops in the series has been to focus on their specialism: which is something I have yet recommended to this week's shop.
When I reviewed Levi's a pair of years antecedent, I reported that despite a huge swell of amuse in denim, Levi's - the fabric's universal reference brand - didn't seem to have been invited to the party. A few months ago Levi's fired a 'craftworkers' ad campaign across London's Tube stations and poster sites.
Related articles Shop! Mary Portas at Church’sShop! Mary Portas at Bhs Levi's targets Europe with multi-million dollar store expansion planLevi's profits plummet 98pc to $1mMicachu and the Shapes: the Shape of entities to comeMary Portas,[link widoczny dla zalogowanych], queen of retail shocks
From the outset it's clear that this is no shallow makeover. The skylights focus on the new one-pocket '201' jean -a reworking of the 501s' often overlooked brother (which dates from the 1890s). Inside, the first 10 yards of the shop are given over to an impressive denim-pattern installation, confidently devoid of product.
At first peek it looked favor the work of a value fashion brand such for Uniqlo, and lacked the individual penmanship that Levi's campaigns were once noted for, but at least it was an offer to knot the brand back to its core values of craftsmanship, and an ownership of denim. But then I twigged that the 'craftworkers' were not Levi's workers but youth London dudes, and this was a rather naff attempt to resurrect the brand's 'cool' credentials at adhering on to the coat-tails of a few hipsters. I'd likewise read that the brand had revamped its Regent Street flagship, so I went to have a see.
SHOPABILITY
What they sell: Men's and women's fashion, with lots of denim
Website: eu.levi.com
Visited: Thursday, 3pm
ONLINE I base the website a morsel confusing, disappointingly. The best bit is the footwear section. Watch the video. Brilliant.
Shop! Mary Portas at Levis - Telegraph
Fashion is a variety of prettiness, let us hope that

Shop,[link widoczny dla zalogowanych]! Mary Portas at Levi's
Mary Portas finds the Levi's brand is back on track.
RATING: 7/10

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