Levi’s target millennials and Gen Z in new Southeast Asian stores

Revamped stores and tailored products drive regional growth of Levi’s.

Levi Strauss & Co., following its 170th anniversary, is intensifying its retail expansion across Southeast Asia, opening and revamping their stores in markets like Japan, Bangladesh, and Thailand. 

According to Sameer Koul, General Manager for South East Asia at Levi Strauss & Co., the opening of a new store in CentralWorld, Bangkok, is "yet another milestone" in deepening Levi's retail presence. 

"This region holds immense potential with its vibrant markets and growing consumer base," Koul said, highlighting the strategic importance of appealing to the youthful demographics of millennials and Gen Z in the area.

In line with its direct-to-consumer (DTC) first strategy, Levi’s has been achieving consistent growth globally, with the last quarter marking eight consecutive quarters of expansion. This growth trajectory is fueled by a strategic pivot towards operating predominantly owned and operated businesses, particularly in Thailand where Levi’s now boasts around 160 stores. 

The brand's performance in women’s apparel, including denim skirts, dresses, and jumpsuits, has seen significant growth, and is also expected to be boosted by the growing market for women’s apparel in Thailand, where Western-inspired fashion trends are increasingly embraced.

Addressing the factors contributing to these trends, Koul cited Levi's journey towards enhancing the direct-to-consumer model. "It has worked really, really well for us," he said.

Looking ahead, Koul acknowledged both challenges and opportunities within the Southeast Asian market. The dynamism and fashion-forward nature of the region’s youth present a valuable demographic for Levi’s. "We see a vibrant and dynamic consumer base of youth who are in step with fashion and a lot of times are ahead of trends as well," he noted. 

In response, Levi's has innovated with new product lines such as the 'performance cool' range, designed specifically for the hot and humid climates typical of Southeast Asia.

"Going forward, we want to further solidify our position, not only as a denim leader but also as a head-to-toe lifestyle apparel brand," Koul stated, outlining ambitious plans to double the revenue from women’s and tops categories.