STORES Convention Daily - 2018 Big Show Day 2 - 30

2018 MONDAY

30

Fandom
Continued from page 1

typically provide customers, unless you're
part of their VIP service. To us, everyone
is a VIP. Everyone is a person." He even
shared with the community about the session, in fact, and already had been receiving questions about its progress.
Both companies also have a highly
participatory and enthusiastic workforce;
Oh speaks of how active the entire FabFitFun employee base is in the company's
digital communities, and Latham said significant effort is put into finding and training the right people. Each studio employs
about 17, and much time is spent "cultivating what we want those individuals to be
doing on a daily basis with our members,"
she said, including their points of contact
and their level of care and concern beyond
just providing a daily workout.
There's also a strong emphasis on
tracking the way customers interact with

Curleigh
Continued from page 1

ing a widely loved, iconic brand and
growing it. Step A, he said, is protecting the core. "We have always,
basically, been the leader in denim. In
fact, here's a question for you: Who's
number two?"
From the audience came a silence.
Answering his own question, Curleigh
said the holder of the number-two position has varied over the years, depending on what the competition was doing,
while Levi's has been and continues
to be number one. However, in terms
of share of closet, denim accounts for
about 7 percent - i.e., how much of
the average person's total wardrobe
consists of jeans.
Which is not a lot. Levi Strauss
& Co., after all, is not a museum, and
Curleigh isn't a curator. Levi's is a busi-

"To us, everyone is
a VIP. Everyone is a
person."
- David Oh,
FabFitFun
each brand. FabFitFun has introduced
an app that allows customers to unbox
using augmented reality, finding new
experiences and bonus information about
each item when scanned, while providing
relevant data to the company.
With Orangetheory Fitness, tracking
and benchmarking is a natural fit, since the
initiative is focused on results. Latham is
hopeful that before long, the company will
be gathering, studying and presenting data
to the medical community showing the
changes happening at a cellular level over
time, especially for those with illnesses
like heart disease or diabetes.
It's another important point: Oran-

ness, Curleigh is a brand manager and a
key mission for both is growth. How do
you go beyond dominating the 7 percent
of the average jeans owner's closet? One
way is to expand both in terms of offering
(T-shirts, shorts, shoes, women's clothes,
jackets, etc.) and channel (an expanding
list of partner retailers and a rapidly growing online business, not to mention brand
stores, including a 25,000-square-foot
Levi's store in Times Square scheduled
to open this fall).
Another way is to expand your audience. Last fall, Levi's celebrated the 50th
anniversary of its Trucker jacket with a
party in Hollywood featuring, among others, Chance the Rapper, Snoop Dogg and
Solange Knowles. This coming Wednesday, January 17, people will be sleeping
in the streets outside the San Francisco
Levi's, Curleigh said, to get the new Air
Jordan-Levi's denim sneakers and matching jacket.
Finally - and both of the above are

Attendees seek information and answers from the digital show directory.

FabFitFun's David Oh (center) shares as writer Barbara Thau (left) and Ellen Latham
of Orangetheory Fitness (right) look on.

getheory Fitness has individual "walker,"
"jogger" and "runner" categories for its
treadmill work, allowing people of all fitness levels to work out side by side.

The idea, Latham said, was to create a
workout in which "everyone is successful."
If that doesn't engender devotion, it's
anyone's guess what will.

'JC' Curleigh of Levi's

in a way examples of this - Curleigh
stressed the fact that Levi's continues to
be engaged with the surrounding culture.
"We find that when we're at the center of

culture," he said, "our business and our
brand only get stronger. And it doesn't
just happen by accident. You create
those conditions for success."

The EXPO Hall, open 9:00 a.m. to 5:00 p.m. Monday and Tuesday, promises to delight
and inspire the NRF 2018 crowds.



Table of Contents for the Digital Edition of STORES Convention Daily - 2018 Big Show Day 2

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