Levi Strauss to bring digital to some Asian retail stores

Levi Strauss to bring digital to some Asian retail stores
Levi Strauss

In pursuit of greater engagement and personalisation.

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Iconic clothing brand Levi Strauss will focus on an omnichannel engagement model to elevate the customer shopping experience in its east Asia Pacific stores.

The company plans to launch new Levi’s stores in Japan, Australia, Indonesia, Singapore, Malaysia and Thailand.

Levi Strauss MD and senior VP, Nuholt Huisamen, said apart from these new stories, it also plans to refurbish a number of existing standalone retail stores and shop-in-shops into NextGen Indigo stores.

These stores will offer an “elevated store experience that uses digital tools to streamline the consumer journey, including installing LED portal entry archways and LED screens for marketing content,” Huisamen said. 

Levi Strauss first introduced the NextGen stores in 2019, with six stores in Europe and Asia.

According to the company, the objective of NextGen store designs is to transform the stores from “just a place to buy Levi’s into an immersive omnichannel brand experience”.

“As the retail market finds its new equilibrium, Levi Strauss will focus on omnichannel engagement, leveraging the hybrid customer experience model,” Huisamen added.


He said the company is “reimagining what we do and how we win in today's marketplace”. 

For this, it is “embracing the technologies of tomorrow to power innovation and better serve our customers and deliver greater value to stakeholders," Huisamen added. 

Whilst drawing on the brand's 169-year heritage, the maker of jeanswear will use digital, data and artificial intelligence (AI) to stay ahead of trends, and drive efficiency and innovation in the product creation process, Huisamen said.

As part of its direct-to-consumer (DTC) strategy to enhance customer experience, the company provides learning opportunities to existing staff to upskill themselves through training and development programs such as a machine learning bootcamp to equip employees “with the tools they need to thrive in a changing and increasingly digitalised economy”.

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