Levi Strauss & Co believes in physical stores, NextGen prototype opens doors to omnichannel

Tuesday, Oct 6, 2020

Physical stores have evolved dramatically to meet today’s digital demands. There will always be a need for brick and mortar, but their role in retail has become drastically different.

Levi Strauss & Co. believes in the power of their physical footprint, and plans to further enhance their omnichannel approach. The future of Levi’s will provide a blended experience of both physical and digital, where customer connections serve as the essence of the brand.

Levi’s owned-and-operated stores are a key part of their strategy to drive business forward and create a stronger sense of brand loyalty among consumers. To create an integration of digital and physical infrastructure, Levi’s opened their very first NextGen store in Palo Alto, CA. The store design emphasizes the importance of experiential to target those who are looking to connect with the brand, work with in-store stylists and customize unique looks.

After piloting the NextGen store in Europe and Asia, the retailer is confident the store will exceed expectations in the US as well. The concept serves as a key part of Levi’s retail strategy to shift away from wholesale, and instead provide direct-to-consumer products.

NextGen features Levi’s Tailor Shop at the heart of the store, which allows customers to sit down with an experienced tailer to craft their own custom Levi’s creation. The Tailor Shop has been incorporated through various Levi’s stores, except this one uses a direct-to-garment printer and allows customers to browse customizations through the Tailor Shop app. The goal of this is to further promote an open and interactive experience within the NextGen store.

The design of the NextGen store echos the website, but with a lighter and more open feel. The digitally-focused interior includes simple navigation signs, modular fixtures, and large signage to educate consumers on various fits and styles.

NextGen has brought on many other changes to the in-store experience for Levi’s, including:

  • Larger, reimagined fitting rooms
  • Inventory specifically chosen for customers based on market location
  • Pre-selected AI and customer data with the use of the Levi’s mobile app

More NextGen stores will open in the US in the coming months, announced Levi’s. In the next few years, the retailer plans to open around 100 total stores with this new concept.

Levi’s digitally-enabled infrastructure within the NextGen store will help the consumer to successfully find the right fits and styles for self-expression. NextGen’s focus on experience provides a transparent and authentic connection to combine digital and physical, while removing online frictions that often arise.

Source: Levi’s NextGen Store Press Release, Inside Levi’s NextGen Store – Vogue Business
Photo Credit: Inside Levi’s NextGen Store – Vogue Business

About Levi Strauss & Co.
Levi Strauss & Co. (LS&Co.) is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s, Dockers, Signature by Levi Strauss & Co., and Denizen brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,000 retail stores and shop-in-shops. Levi Strauss & Co.’s reported 2019 net revenues were $5.8 billion. For more information, go to, and for company news and announcements go to

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