172-year-old Levi Strauss woos younger crowd
Having been around for 172 years has its distinct advantages and drawbacks as global denim brand Levi’s has come to realize.
Giving Levi’s an edge is its long association with sterling qualities such as quality and durability, allowing it to thrive since 1853 when Levi Strauss, an immigrant from Bavaria in Germany, opened a wholesale dry goods business in San Francisco.
But its being beloved by generations has become a bit of a turnoff, unfortunately, for some members of the younger generations who perceive brands that their parents or grandparents patronized as being old-fashioned and out of step with their own needs and aspirations.
Thus globally, Levi’s has made a conscious effort to come up with newer designs, cuts and fits to appeal to a younger audience while keeping its strength in denim and retaining the qualities that made it stand the test of time.
Here, Signature Lines Inc. (SLI), the SM Retail unit that holds the exclusive franchise of Levi’s in SM Properties, responded to the unique challenge of making Levi’s resonate among the younger crowd in the Philippines by making its Levi’s branches more sleek and modern.
This explains why Signature Lines invested in the next-gen store concept, introduced first at SM Makati, its busiest branch in the Makati and BGC areas, according to Marielle Ardiente, Signature Line vice president for marketing and customer experience.
As the first shop-in-shop channel in the Philippines to embrace the updated format, Levi’s SM Makati that opened in the fourth quarter last year aims to set a new benchmark in providing an immersive, modern and convenient shopping experience in the bustling Makati area.
Another innovation to attract a younger crowd, aside from the advanced digital features and attractive displays of Levi’s merchandise, is the Levi’s Tailor Shop where an in-house artist can customize Levi’s products such as jackets and pants.
The artist feature is unique to Levi’s stores located in select premium SM Supermalls. It’s a convenient hub where customers can personalize their denim pieces by adding patches, embroidery and other creative touches, strengthening their connection with the brand.
“Having a resident artist has enhanced the brand’s relevance to the market through direct engagement between the brand and customer, allowing the customer to express his/her individuality in the Levi’s pieces,” Ardiente says.
Jeffrey Lo, senior vice president and business unit head of SLI, adds, “SLI wants to continually upgrade Levi’s in different SM channels to bring better and more exciting store experiences for our customers through the Next-Gen store concept.”
Faithful steward
SLI is bullish on Levi’s, believing that its heritage and new and fresh approach to retail will bring in both the younger crowd who are just getting to know Levi’s and the older generations who already know what they want.
Ardiente adds that Levi’s has already earned the credibility of being the leader in denim, both in terms of sourcing, fabrication and process. It also has different fits available for different body types and personal styles, thus cuts across all generations.
Levi’s ended 2024 with 24 boutiques in SM Supermalls and 41 SM Store branches, totaling 65 branches.
“We are experiencing positive growth and it’s attributed to the better overall customer experience in our stores, and availability of wider and more exciting merchandise assortment,” says Ardiente.
This year, Levi’s in SM will open new locations across the country to bring the brand closer to its customers. There will be at least five new locations in Luzon and Mindanao, and also a continuation of upgrades in its doors in SM Store similar to SM Makati.
Lo says Levi’s in SM aims to continue transforming more branches into dynamic spaces, offering a seamless shopping journey that encourages creativity and personalization.
This will then contribute to Levi Strauss and Co.’s global strategy to remain a faithful steward “of a legacy crafted through decades of commitment to service, quality, durability and style, underpinned by a guiding philosophy of profits through principles” that it firmly believes will never go out of style.
