East Asia Pacific to elevate store experience using digital tools to streamline the consumer journey, including installing LED portal entry archways and LED screens for marketing content.
The new in-store experience boosted with new tailored services for greater personalisation is in line with the fashion company’s renewed focus on omnichannel engagement, leveraging the hybrid customer experience model.
The company will transform a number of stores in Australia, Indonesia, Malaysia, Singapore and Thailand into NextGen Indigo stores fitted with new store designs, digital features and operating models – all aimed at boosting Levi Straus’ omni-channel capabilities for deeper connection with consumers.
"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," said Nuholt Huisamen, managing director and senior vice president, Levi Straus.
Coupling heritage with digitisation
While drawing on its 169-year heritage to drive key category growth, Levi Strauss is redoubling its digital transformation efforts.
The company will leverage digital, data and AI to stay ahead of trends, drive efficiency and innovation in the product creation process, deliver omnichannel offerings, claim its space in the direct-to-consumer (DTC) sphere, and ultimately enhance the consumer experience.
As part of its DTC strategy, the company also provided learning opportunities to existing staff to upskill themselves through training and development programs such as a Machine Learning Bootcamp to equip employees with the tools they need to thrive in a changing and increasingly digitalised economy.
On the Environmental, Social and Governance (ESG) front, Levi Strauss targets measurable metrics and remains committed to responsible and sustainable practices outlined in its 2020 Sustainability Report.
The company is on track to achieving its 2025 Water and Climate Action Strategy targets. Initiatives include Water<Less finishing techniques that have enabled billions of liters of water to be saved; reducing emissions across the supply chain; driving innovation in sustainable materials and designs through Wellthread; and advocating ethical consumerism through the Levi's Buy Better, Wear Longer campaign. These initiatives embody the company's move to develop and implement circular products and practices