Global clothing retailer famous for its denim, Levi’s unveils its ‘NextGen’ store in North America at the Stanford Shopping Center in Palo Alto, California. NextGen stores are designed to offer consumers an authentic, compelling and consistent expression of the Levi’s brand; the NextGen stores are experiential, going beyond being transactional.
“We’ve seen a great response from shoppers across Europe and Asia, where we piloted this concept, and we’re eager to continue that momentum in the US,” said Marc Rosen, EVP & president, Levi Strauss Americas. “In today’s more digital world, we believe there is still a need for the physical store – but the role it plays is drastically different. We see the store not just as an extension of what is available through our newly designed e-commerce site and mobile app, but a place that enhances and expands the consumers’ experience while building a deeper connection with the Levi’s brand. As we look ahead, our owned-and-operated stores are a critical strategy for how we’re driving our business forward and creating even stronger brand loyalty among our fans.”
The ‘NextGen’ Levi’s store at the Stanford Shopping Center is located in a coveted, high-traffic location, close to the brand’s fans who are looking for the opportunity to connect, find and customise new looks, and work directly with in-store stylists.
Among the store highlights are the Tailor Shop concept, incorporating Levi’s’ new, smaller format direct-to-garment printer and interactive Tailor Shop app. Shoppers can customise their T-shirts with seasonal and collaboration graphics of their choice and find opportunities for self-expression.
As Levi’s unveils its ‘NextGen’ store, it sports a digitally focused design with a lighter, more open and modern take. The store is focused on bigger, bolder and simpler designs with signage to help fans navigate the store. “This includes large lit signage that educates consumers on the various fits we offer so they can easily scan the store for their desired style. With modular fixtures and graphic wallscapes, the consumer can navigate all the style stories and work with a stylist to find the right fits and styles for their own self-expression,” Rosen added.
“When shoppers visit us at Stanford or at other NextGen stores, they’ll see that we’ve reimagined the fitting rooms, designing them to be more open and useful in helping consumers find the perfect fit. Consumers will have the opportunity to try on select fits and finishes that are not carried in the broader store assortment through our ‘endless aisle’ showroom experience. For example, if a store doesn’t carry inventory of a certain fit, style or size, a consumer can still try on the item in their size and then order through an in-store stylist for no charge,” he explained.
Finally, “our new stores are equipped with the infrastructure needed to provide a more personalised, flexible shopping experience. These services include buy online, pickup in-store, curbside pick-up and in-store personal shopping appointments,” Rosen concluded.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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