Denim, reimagined: How Levi's buttons down the sale through tailored retail experiences

Levi's, a name synonymous with American denim, is not merely a fashion brand but a cultural icon. In recent years, the company has embarked on a bold initiative to redefine the retail experience. Most recently, it introduced its NextGen Indigo store concept. The store concept is centered around the customer, leveraging technology, personalisation, and a deep understanding of local culture to create immersive and engaging shopping environments.

By adopting a direct-to-consumer (DTC) first strategy, Levi's has gained direct control over the customer journey, enabling it to tailor its offerings and experiences to specific markets. In fact, the brand's NextGen Indigo stores are a physical manifestation of this strategy, designed to captivate customers and foster lasting brand loyalty.

"These spaces are meticulously designed to provide an immersive shopping journey. From style lounges to cutting-edge digital features such as LED displays, and our iconic Tailor Shops, every element is curated to offer a comprehensive brand experience, "said Daniel Ho, director of brand experience for East Asia Pacific at Levi Strauss & Co. in an interview with MARKETING-INTERACTIVE, adding that: 

Our stores aren’t just places to buy jeans; they are environments where customers can fully engage with everything Levi’s represents.

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Not a store, but an experience

At the NextGen Indigo store concept, consumers can find modern fitting rooms, LED in-store displays and the brand's signature Tailor Shops which offer customisation, alteration and restoration services. These Tailor Shops in particular, allow customers to personalise their Levi's with patches, embroidery and more, ensuring their purchases are as unique as they are. At Levi's CentralWorld store in Bangkok, for example, where youth Thai shoppers lean towards customisation and self-expression, customer are able to personalise their Levi's apparel on-site, offering an engaging shopping experience that goes beyond simply purchasing a product. 

Levi's also "pay close attention" to the design of its storefronts, explained Ho. Inside each store, customers are guided through the brand's product offerings via thoughtfully arranged shop sets, fit camps and visual displays. Further into the store, the style lounges and fitting rooms provide comfortable spaces for customers to try on items, completing the journey from browsing to purchase. 

Localising the global brand

According to Ho, localisation is central to store design for the brand as it factors into the brand experience Levi's aims to deliver to its customers and to build lasting customer relationships. "Implementing localised elements helps create an immersive and engaging retail experience for our customers, while working in tandem with our NextGen Indigo store concept, which allows for consistent brand storytelling through our stores," said Ho. 

A prime example of this is Levi's recently reopened Kyoto store. Inspired by the city's rich heritage, the store features traditional elements such as lanterns crafted by historic Kyoto-based maker Kojima Shoten and decorative elements made from kara-kami paper by renowned local brand Karacho. These touches pay homage to Kyoto’s cultural legacy and create a shopping environment that feels authentically connected to the local community, stated Ho. 

Localising the brand extends into the products itself, including Levi's Made in Japan (MIJ) collection which pays homage to intricate Japanese craftsmanship with unique textures and denim made in partnership with Kaihara Denim Mill. Meanwhile, in Southeast Asia, Levi's launched its Performance Cool line, designed specifically for the region's warm climate. 

"These lines allow us to connect with customers who value authenticity, heritage, and craftsmanship, meet the diverse needs of our customers across different regions, and delivering products that resonate with local preferences," explained Ho. 

In Levi's case, intelligent store design has impacted conversion rates and store performance. "When it comes to store design, we consider the various consumer touchpoints in a store and how brand experience functions at each of these touchpoints. This allows us to deliver an elevated and immersive end-to-end experience for our customers with the ultimate goal of increasing conversion rates," said Ho.

"Oftentimes, we have customers who begin their retail journeys online, and we see our stores as a way to enhance further or even complete these retail journeys, especially for customers who prefer to try on the apparel before making their purchase," he added. 

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