ers. That is why most Levi’s stores are located in downtown. The atmosphere of the store, the little thing that you get by going to this store and not another, also makes the customer choose this particular shop. Levi’s as a renovative company, has found a new trick: imagine for a moment a woman looking for a pair of jeans, of course it must be the perfect shape, the jeans must make her look as much as possible like the most desirable human being. That is where Levi’s decide to use the technology of some software programmer this end up in a way of making custom-fitting jeans by computer. In 1994 the new idea was launched in four US stores. A month later seven other stores where equipped with the software, even though the jeans cost $10 above the normal price most women still agree to pay the extra amount. Thus this little software could change by a significant amount the level of sales and the image of the store. The atmosphere of the store is also an important element which influences consumers’ judgment about the store but also about the brand that why all Levi’s stores look approximately the same. ...
