China – Levi Strauss & Co. (LS&Co.) has appointed Anita Fung as managing director of its Levi’s® brand in Greater China, tasking her with leading the company’s commercial operations across the region.
Anita brings over 25 years of experience in luxury fashion and merchandising across Asia Pacific and will support the company’s strategy to strengthen its direct-to-consumer focus and position Levi’s® as a leading denim lifestyle brand.
Reporting to executive vice president and chief commercial officer Gianluca Flore, she will oversee commercial operations across all channels in the fast-growing Greater China market.
Commenting on the appointment, Gianluca said, “This is a key moment for LS&Co. as we continue to strengthen Levi’s® brand presence and equity internationally. Greater China is important to our long-term growth ambitions, and I have full confidence in Anita’s ability to strengthen our position as a leading lifestyle brand, as well as in her expertise in driving fan connection in this dynamic and fashion-forward market.”
Before joining LS&Co., Fung held senior leadership roles in Asia Pacific for global luxury brands, including Burberry and Alexander McQueen (Kering), where she drove business growth and expanded brand presence across the region.
“I am honoured to join the LS&Co. Commercial team to help unlock the next phase of growth for the Levi’s® brand,” said Anita. “Greater China is one of the most dynamic and culturally influential markets in the world, and I look forward to strengthening our brand leadership, fostering deep connection with our consumers, and executing on our strategy with discipline and creativity.”
