Levi's opens new store in PH slated to be the biggest in the region

Levi Strauss & Co is expanding into the Philippines with the opening of its largest store in the region as part of its direct-to-consumer strategy in Asia, as stated by the brand.

The store, according to reports, aims to fulfil the brand’s vision to offer experiential retail by allowing shoppers to discover, purchase and modify Levi’s items to suit their own self-expression and personal style. The store will offer the whole gamut of Levi’s products, from its classic 501 jeans to its trucker jackets.

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According to the brand, the new location, which is SM North Edsa, is the latest Levi’s store to launch in Asia, a critical region for Levi Strauss & Co to diversify across geographies and focus its direct-to-customer operations. “We’ve seen particularly strong performance in Asia this year: as shown in our second quarter earnings, the region’s strong performance further accelerated in Q2 with total net revenues up 27% in constant currency, driven by growth across all channels, particularly direct-to-consumer,” a release to the press stated.

The new store features a style lounge, elevated fitting rooms and LED-powered digital features, including an illuminated entry archway and in-store panels streaming interactive content. It also houses a Levi’s Tailor Shop, giving shoppers the opportunity to customize their Levi’s apparel to suit their tastes and express themselves through embroidery, patches, pins, fabric paneling and more. “Our goal is to deliver a one-stop, immersive, high-quality shopping experience that will resonate with fans of the Levi’s brand — both new and existing,” it said. 

The Philippines is not the only country that Levi’s had its eyes set on for its expansion plans. It recently unveiled a store in India, which marked another milestone in the brand’s strategy of diversifying its business across geographies, apparel categories and distribution channels.

According to Levi’s, it noticed a shift in consumer behaviour patterns in the ever-changing retail landscape which prompted it to expand and deliver its iconic products and impactful brand experiences to its growing base of young, savvy consumers in India and across Asia.

"With this year marking the 170th anniversary of Levi Strauss & Co., the Brigade Road store – our largest in Asia – aims to be a premium one-stop-shop in one of the region's most vibrant cities. It will allow us to engage with Levi's fans who are looking to create a style statement and connect with one of the most well-loved apparel brands in the world,” said Amisha Jain, managing director and SVP, South Asia, Middle East & Africa at Levi's.

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