Objectives: Increase awareness. Consumer experience in line with flagship stores, added value to European youth market, generate excitement about core Levi's product ranges, present consumer with nearest Levi's retailer. Interaction with brand through development of site dynamically presented in language of consumers' choice and displaying product range specific to country selected. Presenting design based on evolving Levi's Look and instore identity. Development of applications that assist in the presentation of product the consumer desires. Creation of Pan-European store locator for Levi's retailers. Unique visitors now average in excess of 50,000 per week, leading to projected traffic well above 2m target. Repeat visits increased by 2%, with predicted reach of 30% target by year-end. Duration of visits have risen from 7 minutes to 8 minutes in first month and predicted to surpass 10 minutes by year-end given planned developments. 10% of visitors use store locator to find nearest Levis store, up from 7.7% average for 2001. Source: log file analysis.