Levi’s® NextGen Stores Come to North America – Levi Strauss & Co

Marc Rosen, EVP & President, Levi Strauss Americas
Levi Strauss & Co.
September 29, 2020

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 ecommerce 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.

This is why we’re excited to announce the opening of our first NextGen store in North America at the Stanford Shopping Center in Palo Alto, CA. NextGen stores are designed to give our consumers an authentic, compelling and consistent expression of the Levi’s® brand — these stores aren’t just about transactions, they are about an experience. 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 U.S.

As with all our new stores, the Stanford store is located in a coveted, high-traffic location, close to Levi’s® fans who are looking for the opportunity to connect with the brand, find and customize new looks, and work directly with our in-store stylists. A few highlights that shoppers will notice:

  • The Tailor Shop is the heart of the store. The Stanford location includes our first NextGen full-expression Tailor Shop, incorporating our new, smaller format direct-to-garment printer and interactive Tailor Shop app. Shoppers can customize their T-shirts with seasonal and collaboration graphics of their choice and find opportunities for self-expression. The Tailor Shop fosters an open and interactive experience where consumers can sit down with an experienced tailor to bring their vision to life. People can also see examples of customizations and collaborate on crafting their own unique creations with patches, embroidery, colored rivets and other elements to truly make their Levi’s® their own.
  • A digitally focused design throughout. NextGen stores echo the design of our website with a lighter, more open and modern take on the Levi’s® store. The store is focused on bigger, bolder and simpler designs with signage to help our 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.
  • Reimagined fitting rooms. 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.
  • Safe and convenient shopping measures. Our new stores are equipped with the infrastructure needed to provide a more personalized, flexible shopping experience. These services include Buy Online, Pick-up In Store, curbside pick-up and in-store personal shopping appointments.
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Just as we’re opening new stores around the world, we’re thrilled to bring our NextGen shopping experience to more places and people in North America. In the coming months, we will be opening another NextGen location in Austin, Texas, with more to come.


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