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.”

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