Levi’s uses Asia to refine its premium lifestyle strategy

Fast-moving consumer trends are helping shape the brand's global strategy.

Levi Strauss & Co. is using the East Asia Pacific (EAP) region to refine retail and product strategies as it expands beyond jeans into a premium lifestyle brand.

“EAP is one of the most exciting places in the world to learn from and to build from,” Vicky Skelton, managing director for EAP at Levi Strauss & Co., told Retail Asia.

She said the region's high consumer expectations, sophisticated retail environment, and fast-changing culture make it “the perfect region to test and to learn as we establish the next chapter for Levi's.”

Skelton said each market serves  a different purpose. Japan leads in premium craftsmanship, South Korea reflects rapid cultural shifts, Australia and New Zealand showcase denim across everyday and premium occasions, whilst Southeast Asia offers opportunities amongst younger consumers.

“It’s not one thing, it’s not one growth story, and that's what makes it so powerful,” she said in a video call.

Beyond its growth potential, Skelton said EAP allows Levi's to refine successful strategies before applying them more broadly because consumer trends evolve quickly and retail standards remain high across the region.

Levi's reported second-quarter Asia revenue of $284m, up 10% year on year, or 12% on an organic basis, whilst operating income rose 44% to $43m, according to its July filing. Direct-to-consumer revenue in Asia increased 12%.

Levi's is also broadening its business beyond denim bottoms into a premium lifestyle brand.

“The biggest shift right now is the way that we're building Levi's from a denim bottoms brand into a premium denim head-to-toe lifestyle brand, still rooted in our iconic products, but with a broader head-to-toe proposition,” Skelton said.

The company is expanding into categories such as outerwear, bags, accessories, and woven apparel as consumers increasingly look for complete outfit solutions.

Women's apparel is another priority alongside premiumisation.

“The opportunity for EAP is to make women’s [apparel] as strongly associated with Levi's as Levi's has been with men's over time,” she said.

Skelton said Japan has become the company's benchmark for premium products, with collections such as Blue Tab and Levi's Vintage Clothing performing well.

“Japan gives us that North Star for premium craft and heritage,” she said.
She added that premiumisation is about improving products, stores, digital experiences, and customer service rather than simply charging higher prices.

Despite weaker discretionary spending, Skelton said consumers continue to gravitate towards trusted brands that deliver lasting value.

Levi's expects growth to come from expanding its direct-to-consumer and omnichannel lines, boosting its women's offering, optimising its store network, and continuing its transition into a premium denim lifestyle brand.

“The brands that win in Asia are the globally consistent and locally meaningful brands, and that is exactly the balance that we want to instill across the region,” Skelton said.