This month, the Levi’s® brand is taking another step in its direct-to-consumer (DTC) strategy in Asia by opening the doors to its new NextGen store, SM North EDSA.
The new store — one of the brand’s largest in the Philippines — is a one-stop shopping destination for denim enthusiasts. The store is set to deliver the fullest expression of the brand through a unique and immersive experience that helps shoppers discover, purchase and customize Levi’s® products to fit their own authentic self-expression and personal style.
Carrying the widest selection of Levi’s® products in the country, the store will offer everything from the iconic 501® jean line to classic Trucker jackets. SM North EDSA features a style lounge, elevated fitting rooms and LED-powered digital features, including an illuminated entry archway and in-store panels streaming interactive content. It also houses a Levi’s® Tailor Shop, giving shoppers the opportunity to customize their Levi’s® apparel to suit their tastes and express themselves through embroidery, patches, pins, fabric paneling and more.
The SM North EDSA store is the latest Levi’s® store to open in Asia, a key region for Levi Strauss & Co. in our work to diversify across geographies and prioritize our DTC business. We’ve seen particularly strong performance in Asia this year: as shown in our second quarter earnings, the region’s strong performance further accelerated in Q2 with total net revenues up 27% in constant currency, driven by growth across all channels, particularly DTC.
“SM North EDSA is emblematic of our commitment to bringing quality retail experiences and services to our consumers, especially as we continue to expand our retail footprint in this country,” said Charisse Chua, country manager, Levi Strauss & Co. Philippines. “Our goal is to deliver a one-stop, immersive, high-quality shopping experience that will resonate with fans of the Levi’s® brand — both new and existing.”