Marketing Featured East Asia

Levi Strauss announces new commercial endeavours in East Asia

Hong Kong – Global apparel brand Levi Strauss has announced a slew of commercial endeavours centred around its East Asia presence, including launching new stores and rolling out existing store refreshes and new in-store services throughout the region.

Nuholt Huisamen, managing director and senior vice president at Levi Strauss, said, “We are committed to the future success of our business at every level and are reimagining what we do and how we win in today’s marketplace. At the same time, we are embracing the technologies of tomorrow to power innovation and better serve our customers and deliver greater value to stakeholders. We will do this by placing people at the heart of our business and through responsible practices because being a force for positive change is integral to being the world’s best apparel brand.”

In addition, the company will leverage digital, data and AI to stay ahead of trends, drive efficiency and innovation in the product creation process, deliver omni-channel offerings, claim its space in the direct-to-consumer (DTC) sphere, and ultimately enhance the consumer experience.

Furthermore, among the new stores to be launched this year are Levi’s® stores in countries including Japan, Australia, Indonesia, Singapore, Malaysia and Thailand. Levi Strauss & Co. will refurbish a number of retail stores and shop-in-shops into NextGen Indigo stores, offering an elevated store experience that uses digital tools to streamline the consumer journey, including installing LED portal entry archways and LED screens for marketing content. 

Select stores in the region will also introduce in-store tailoring services to offer greater personalisation.

Marketing Featured East Asia

OMD China nabs Levi’s media mandate

Shanghai, China – Media communications agency OMD in China has won the media mandate of global denim brand Levi’s, which will drive media strategy, planning and buying for the iconic denim brand. 

Through the agency’s empathy planning workflow – OMD Design & E2E data platform – OMNI, OMD China delves into the Chinese Gen-Z’s behavior and identified opportunities to accelerate growth for Levi’s with an innovative integrated media solution. 

A spokesperson for Levi’s commented that they were deeply impressed by OMD China’s advanced strategic thinking, strong data capabilities and excellent innovation. The spokesperson also added that the agency’s youthful and dynamic team has shown great passion for the brand and the denim culture.

“They were able to resonate with our consumers and translate this youthful energy into a strong integrated communication blueprint that is rooted in Levi’s heritage and DNA. This year, we will collaborate with OMD to embark on a new journey and explore more innovative marketing possibilities in the Chinese market to bring accelerated growth to the Levi’s brand,” the spokesperson said.

Meanwhile, Connie Chan, CEO at OMD China, commented, “We are excited to be working with an iconic brand who appreciates our vision and insights on the market’s Gen-Z consumers. OMD brings together a unique combination of expertise and strategic approach which taps on our network’s capabilities to deliver impactful and innovative solutions to our clients. We look forward to [supporting] Levi’s in achieving their growth targets.”