Levi Strauss eyes growth in East Asia-Pacific

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

The denim manufacturer and retailer on Monday (April 11th) 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 in the region.

“Thailand is an important market for us, and Levi’s is recognized as the #1 jeans brand here,” said Sameer Koul, general manager for Southeast Asia, in the company’s 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 putting people at the heart of our business and advocating for positive change through responsible practices,” he said.

Levi’s is opening new stores in Japan, Australia, Indonesia, Singapore, Malaysia and Thailand and will renovate several retail stores and boutiques in NextGen Indigo store formats, which provide an “enhanced store experience” with tools digital 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-driven insights, according to the company’s announcement.

“We are committed to the future success of our business at all levels and we are reimagining what we do and how we do it to win in today’s market,” said Nuholt Huisamen, General Manager and Vice- senior president for the East Asia-Pacific region, in the announcement.

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

Last week, Levi Strauss reported double-digit sales growth and record gross margins in its first-quarter earnings report, noting that total revenue grew 22% while its D2C sales increased 35% .

Demand for Levi’s best-known and best-selling 501 jeans increased nearly 50% in the first quarter, 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 e-commerce and a 48% increase in sales at company-operated stores.

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