Levi’s is unlocking new opportunities in Europe.
Led by the brand’s DTC-first, Q2 sales in the region grew 15 percent. A new Unzipped blog post details how Levi’s is gaining momentum across Europe through elevated omnichannel experiences and culturally relevant marketing moments in music.
A combination of global campaigns and major European events have kept secured Levi’s place in the zeitgeist. The blog highlights how the multi-part “Reiimagine” campaign featuring Beyoncé, along with the release of Oasis band tees, has successfully tapped into the excitement surrounding two of this summer’s most anticipated tours.
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Additionally, at Primavera Sound in Barcelona the brand sponsored dedicated Levi’s stages and outfitted performers like Troye Sivan.
“By carefully tailoring marketing efforts at the intersection of local and global, our teams are ensuring the brand resonates with audiences around the globe,” said Mathilde Vaucheret, VP of marketing, Levi’s Europe. “We’re focusing on market-specific strategies and curated storytelling, expanding our reach and connecting directly with our fans in Europe.”
Levi’s is seeing business lift in the DTC channel in Europe.
DTC sales increased 9 percent in Q2. Levi’s credits hyper local retail experiences at its over 700 stores in Europe as one of the main catalysts of this growth. The brand’s “CEO of the Store” initiative empowers store managers to make decisions that make sense for their stores including influencing placement and price and running each store as if they were individual companies, Levi’s explained.
Omnichannel efforts are taking off as well. In May, Levi’s distribution center in Northampton, England, began its transformation into Europe’s first omnichannel fulfillment hub, integrating e-commerce and retail operations to better serve consumers, wherever they choose to shop. The expanding Red Tab loyalty program is a big factor in scaling omnichannel efforts. In some European markets like the U.K., Levi’s reported over 60 percent of omnichannel sales come from loyalty members.
“Our Q2 earnings prove what’s possible when we lead with agility, deliver with discipline and stay relentlessly fan obsessed,” said Lucia Marcuzzo, managing director for Levi’s Europe. “Europe is moving fast and so are we. I’m incredibly proud of how our teams are bringing our strategy to life on the ground, adapting in real time and building momentum through brand elevation and putting fans at the heart of everything we do.”
