Apr 11, 2022
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Levi Strauss announces "aggressive expansion strategy" in East Asia Pacific

Apr 11, 2022

American jeans and casualwear giant Levi Strauss & Co is “accelerating sustainable growth” with the announcement of an “aggressive expansion strategy” in the East Asia Pacific (EAP) region. This will see it “reinvent, refresh” and open new stores at more than 100 locations.

Levi Strauss

That’s a big move for the firm and it said the diversification of the business across geographies, apparel categories and distribution channels is central to its growth strategy.

It will be launching new stores as well rolling out store refreshes and new in-store services throughout the region. New Levi’s stores are slated to open this year in countries including Japan, Australia, Indonesia, Singapore, Malaysia and Thailand.

Meanwhile, it will refurbish a number of existing stores and concessions into NextGen Indigo stores. These will offer an “elevated store experience that uses digital tools to streamline the consumer journey". That includes installing LED portal entry archways and LED screens for marketing content. 

It’s also focusing on personalisation with select stores in the region set to introduce in-store tailoring services.

But it’s not only about stores, with the company saying that “as the retail market finds its new equilibrium, Levi Strauss & Co will focus on omnichannel engagement, leveraging the hybrid customer experience model”.

It’s “redoubling its digital transformation efforts” and said it will “leverage digital, data and AI to stay ahead of trends, drive efficiency and innovation in the product creation process, deliver omnichannel offerings, claim its space in the direct-to-consumer (DTC) sphere, and ultimately enhance the consumer experience.”

Nuholt Huisamen, MD and Senior VP at the company, said: “We are committed to the future success of our business at every level and are reimagining what we do and how we win in today's marketplace. At the same time, we are embracing the technologies of tomorrow to power innovation and better serve our customers and deliver greater value to stakeholders.”

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