Levi’s repositions as ‘trendy’ label

Levi’s is ditching its nostalgic western image in a revamp of its retail outlets aimed at repositioning the brand as a trendy fashion label.

The new look will be tested in London shops, before being introduced to 329 franchised and Levi’s-owned stores across Europe, including 34 in the UK.

The stores are aimed at 15- to 25-year-olds who have forsaken the brand in favour of designer labels.

Last year, Levi’s global sales fell 13 per cent, and it closed 29 factories in the US, Canadian and Europe.

Levi’s flagship Regent Street store in London is to re-open on October 30 after an 11-week refit. The “batwing” fascia logo will be replaced by a red Levi’s label.

The shop, which can be transformed into a nightclub or arts venue, has double-deck DJ booths and will sell records. In addition, a “chill out” zone can be converted into a shop-within-a-shop for other retailers, while a customisation area will allow shoppers to have designs applied to their purchases.

The company’s first unbranded store, Cinch!, opened in Soho, London, last month (MW September 2).

Levi’s regional marketing director Kenny Wilson says: “Our stores will showcase the breadth of what we offer and our advertising will rebuild a dialogue between young people and the Levi’s brand.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here