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The Levi's strategy for market leadership

Levi’s has enjoyed its strongest third-quarter performance in Europe for more than 10 years but it is not resting on its laurels, the brand’s vice-president for North Europe said today.

“I don’t think we’ve scratched the surface in terms of the consumer journey,” said Richard Hurren at the Drapers Fashion Forum in London.

Hurren said the brand’s European footfall has not changed, despite the recent spate of terrorist attacks and the ongoing Brexit negotiations. However, he acknowledged that the market is going through “massive change”.

“Consumers want what they want, when they want it, how they want it,” he said. “We’re getting attacked by our competitors all over the place, daily. Consumers have so much choice now. We can’t just be reliant on one hero piece or one channel of distribution.”

Hurren said own retail should be the pinnacle of what Levi’s can offer, but it is seeking to “surprise and delight” its customers across all of its channels.

“I want you to walk into any of our environments and say, ‘Oh I didn’t know you did that,’ whether it is bespoke tailoring or T-shirt printing in six minutes.”

In terms of product, Levi’s is expanding into more of a lifestyle brand – sales are now evenly split between tops and bottoms. It is also experimenting with different looks, feels and fits in denim.



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