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Levi Strauss & Co. Eyes East Asia Pacific Growth







Levi Strauss & Co. is hoping the brand power that’s allowed the company to raise prices while also increasing its digital and direct-to-consumer sales in the first quarter of fiscal 2022 will also work in East Asia Pacific, where the company is planning an expansion that includes 100 new locations in Thailand.

The denim manufacturer and retailer on Monday (April 11) announced its “ambitious plans to accelerate sustainable business growth and drive commercial success,” which includes opening new stores, refreshing existing ones and adding new services across the region.

“Thailand is an important market for us, and Levi’s is recognized as the No. 1 jeans brand here,” said Sameer Koul, general manager for Southeast Asia, in the company announcement.

“Through digital innovation, we are reshaping brand experiences for a younger generation of style-conscious consumers, and we will stay true to our values by placing people at the heart of our business and by being an advocate for positive change through responsible practices,” he said.

Levi’s is opening new stores in Japan, Australia, Indonesia, Singapore, Malaysia and Thailand and will refurbish several retail stores and shop-in-shops into NextGen Indigo store formats, which feature an “elevated store experience” with digital tools and immersive experiential content. Some stores will also add in-store tailoring services.

Levi’s will also roll out Buy Online Pickup In Store (BOPIS) and increase its use of artificial intelligence and data-based insights, the company announcement said.

“We are committed to the future success of our business at every level and are reimagining what we do and how we do it win in today’s marketplace,” said Nuholt Huisamen, managing director and senior vice president for the East Asia Pacific region, in the announcement.

Related: Levi’s Flexes Brand Power Pricing Muscles, Touts D2C Success of Next-Gen Stores

Last week, Levi Strauss announced double-digit sales growth and record gross margins in its Q1 earnings report, noting that total revenues rose 22% while its D2C sales rose 35%.

Demand for Levi’s best-known and top-selling 501 jeans” rose nearly 50% in Q1, while men’s and women’s denim pants rose 24% and 21%, respectively. The company’s D2C growth was driven by a 10% increase in eCommerce and a 48% jump in sales at company-operated stores.




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