ntiate its brand experience. “SM North Edsa, being the largest shopping mall in Quezon City, Metro Manila, was chosen as the location for our largest store in the Philippines due to its high foot traffic, as well as the significant number of locals and foreign tourists that frequent the mall,” Chua told Inside Retail. By having the store in such a bustling area, Levi’s is not only hoping to maximise its brand visibility and accessibility, but also engage a wide and diverse audience and deliver an elevated store experience to shoppers. Charisse Chua, country general manager for the Philippines at Levi Strauss & Co Experiential retail The opening of the store, which features Levi’s NextGen design concept, signifies a shift towards an experiential retail model. Some of the distinguishing features include LED portal entry archways and screens, which display immersive experiential content. These digital enhancements enrich the physical shopping environment, making it more dynamic and engaging. “Our aim is to create an immersive brand experience that resonates with our customers and leaves a lasting impression; we want our customers to experience first-hand the full expression of the Levi’s brand within our physical stores,” she added. With a focus on experience over transaction, Levi’s is seeking to differentiate itself within the Philippines market, while enhancing brand recognition and fostering customer loyalty. “Our fitting rooms, designed to also serve as lounges, are making a significant impact on consumers who find them upscale and inviting – a space where they want to linger and use for social interaction while shopping,” she noted. The Tailor Shop has also been another remarkable success. Once customers understand the full range of services available through the Tailor Shop, they are eager to return to the store as they know there are numerous options available for them. The APAC region The impact of Levi’s direct-to-consumer strategy in the APAC region has been quite profound. According to Chua, the company’s DTC business in Asia increased by 30 per cent in Q2 of FY23, compared to the prior corresponding period.  “We aim to maintain this momentum by reinventing, refreshing, and opening new NextGen flagship stores across Asia, including the Philippines. These stores will feature immersive experiences and a wide product range that caters to the evolving needs of consumers,” she elaborated. In the Philippines, this strategy has been well-received, and the brand is committed to expanding its reach both within and outside Metro Manila. Chua said the direct-to-consumer channels are driving the growth of the Levi’s brand in the country.  The Filipino customer According to Chua, Filipino consumers have a strong appreciation for quality and timeless style, and they value denim products that offer durability and versatility. Filipinos are known to enjoy the tactile, in-store shopping experience, and they value good customer service.  “This aligns with a core tenet of our DTC strategy – that is, focusing on strengthening the omnichannel experience we deliver to customers by building seamless shopping experiences both online and offline,” she explained. The inventory selection for the store was carefully curated with the Filipino consumer in mind. One example of this is climate relevance. The tropical weather in the Philippines necessitates clothing that is comfortable and breathable.  “Accordingly, our inventory includes options that are suitable for the country’s warm climate, such as lightweight denim and other comfortable fabrics.To further enhance our offering, the store also carries the Levi’s Vintage Collection and Made in Japan line,” she said. Chua said the team also aims to provide products at the right price point, recognising that customers in different parts of the world have varying financial capabilities, and striving to offer high-quality products that cater to a range of budgets. Furthermore, its emphasis on sustainability through initiatives such as the “Buy Better, Wear Longer” campaign and product lines like the plant-based 501 jeans resonate with today’s increasingly environmentally conscious consumers.  “We believe sustainability is not only a necessity but also a significant opportunity for the business,” she concluded.