The global denim lifestyle apparel leader is focused on its direct-to-consumer and brand-led strategy to continue winning with fans in the market.
In November, Levi Strauss & Co. (LS&Co.) celebrated its 30th anniversary since entering the local market. Over three decades, it has grown from operating a single store to owning and operating over 34 brick-and-mortar locations across the country. Today, Levi’s® is at the center of culture in South Africa, and as a direct-to-consumer (DTC), denim lifestyle leader, focused on its long-term ambition of becoming a $10 billion company globally.
“Thirty years ago, LS&Co. was one of the first multinational companies to establish a presence in post-Apartheid South Africa. We created job and economic opportunities, planting what would be the seeds of our DTC-first presence in this market. Since 1994, the LS&Co. presence has grown as we stood alongside our fans during milestones such as Levi’s® Original Music and the Red for Life HIV/Aids awareness program,” said Amisha Jain, SVP & Managing Director, South Asia, Middle East and Africa, Levi Strauss & Co.
Winning with women through the strength of the brand
Over the past 30 years, Levi’s® has extended its offerings and developed new lines, including Levi’s® Curvy, which speaks to the deeper role of fashion in enhancing South African women’s identities. Actress Nomzama Mbatha was chosen to be the face of the line in South Africa, representing the brand’s efforts to speak to the local market and advocate for body positivity and self-acceptance.
This year, Levi’s® Curvy grew by 42% in terms of revenue compared to the previous year and helped us increase our overall women’s share of business in South Africa. The Levi’s® Curvy line demonstrates the brand’s commitment to remaining at the center of culture, understanding of its South African fans, and speaks to the focus the brand puts on its customers.
Focusing on the fans
The brand continues to double down on its DTC-first strategy, and is committed to delivering the best shopping experience. Beyond the 11 NextGen Indigo stores across South Africa, LS&Co. is also driving digital growth with a seamless online and offline customer journey. This is also reflected in the Sandton and Rosebank stores, which are spaces centered around bringing together the fashion, art, and creative communities.
Looking ahead
As LS&Co. celebrates three decades in South Africa, the company remains dedicated to becoming a true fan-obsessed, world-class retailer by continuing to partner with its employees and loyal fans.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Levi Strauss SignatureTM and Beyond Yoga® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,200 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2023 net revenues were $6.2 billion. For more information, go to http://levistrauss.com, and for company news and announcements go to http://investors.levistrauss.com.
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