Will new fabric technologies help Levi’s win over Asian customers?

Last week, American denim giant Levi’s unveiled its largest store in Southeast Asia in the heart of Kuala Lumpur – a key move in the next phase of its direct-to-customer (DTC) strategy for the Asia-Pacific region. The grand opening garnered significant attention from local media, drawing in the country’s influencers and denim enthusiasts. Since early this year, Levi’s has swiftly rolled out its Indigo store concept across major Asian locations, including Thailand, Indonesia,

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