Levi’s to open 100 stores in Thailand before summer

[webfact]

LEVI'S NEXTGEN STORE COURTESY

 

BY LIZ WARREN

 

Levi Strauss & Co. (LS&Co.) is expanding its retail presence in Asia following positive traction in the region. The heritage denim brand company announced plans to launch new Levi’s stores and update existing ones throughout the East Asia Pacific region including locations in Japan, Australia, Indonesia, Singapore, Malaysia and Thailand. Within the first half of 2022 alone, it will open more than 100 locations in Thailand.

 

“Thailand is an important market for us, and Levi’s is recognized as the No. 1 jeans brand here,” said Sameer Koul, LS&Co. general manager, Southeast Asia. “Through digital innovation, we are reshaping brand experiences for a younger generation of style-conscious consumers, and we will stay true to our values by placing people at the heart of our business and by being an advocate for positive change through responsible practices.”

 

Keep up to date with all things Thailand - Join our daily ASEAN NOW Thailand Newsletter - Click to subscribe

 

Levi’s expansion news follows a record year of success for the brand, which reached a revenue mark of over $5.8 billion—a 29 percent improvement from 2020 and its highest since 1998. 

 

Full story: https://sourcingjournal.com/denim/denim-brands/levis-asia-pacific-expansion-nextgen-stores-thailand-latin-america-339397/

 

-- © Copyright Sourcing Journal 2022-04-21

 

- Cigna offers a range of visa-compliant plans that meet the minimum requirement of medical treatment, including COVID-19, up to THB 3m. For more information on all expat health insurance plans click here.

 

- Follow ASEAN NOW on LINE for breaking COVID-19 updates

[Tim207]

my recollection is a " levi's going out of buisness sale" sign at both terminal 21 and at robinsons in chantaburri as recent as a few months ago. I suppose these stores could just be resellers but i thought they were brand owned.

[bkk6060]

Local Thai markets have these jeans for 200 b.  Good luck to Levi probably just another retailer with a bunch of empty stores.

[ezzra]

Why stop at a 100? by the same reasoning to open a 100 you should open 1000 stores right?...

[realfunster]

1 hour ago, Tim207 said:

my recollection is a " levi's going out of buisness sale" sign at both terminal 21 and at robinsons in chantaburri as recent as a few months ago. I suppose these stores could just be resellers but i thought they were brand owned.

I read another article that Levis TH are taking retail ‘in-house’ from their previous distributors. 

[law ling]

Good luck to them, but:

 

1. Will they sell anything other than a 28 inch waist? - I sure they won't have my size.

 

2. Isn't denim really just too hot and heavy for around here?

 

3. I think most Thais will prefer cheaper brands and "copies".

[jacko45k]

Are they going to use a few out of business Go-Go bar premises in Pattaya, plenty of them!

[Daithi85]

2 hours ago, Tim207 said:

my recollection is a " levi's going out of buisness sale" sign at both terminal 21 and at robinsons in chantaburri as recent as a few months ago. I suppose these stores could just be resellers but i thought they were brand owned.

Correct, Levi's just closed their pattaya branch at terminal 21 and at central. 

[hotchilli]

Seems strange that they would open up "Brand shops" at brand prices when so many cheaper copies of jeans  are available at every market stall.

[vandeventer]

1 hour ago, law ling said:

Good luck to them, but:

 

1. Will they sell anything other than a 28 inch waist? - I sure they won't have my size.

 

2. Isn't denim really just too hot and heavy for around here?

 

3. I think most Thais will prefer cheaper brands and "copies".

I am sick of the copies and I always liked Levi's jeans but like you I worry about the sizing.

[Deli]

The Levi's made in Thailand aren't expensive and stores stock up to 40" waist but mainly only inseam 36".  However... they are made of local Denim and you cannot compare the quality with the product you buy in the Western world. They are ok and as imported brands ( like G-Star or Evisu ) have a hilarious price tag, it's not a bad choice.

[JeffersLos]

1 hour ago, law ling said:

I sure they won't have my size.

 

10 minutes ago, vandeventer said:

I worry about the sizing.

It's not their fault that you're fat. 

[phetphet]

3 hours ago, Tim207 said:

my recollection is a " levi's going out of buisness sale" sign at both terminal 21 and at robinsons in chantaburri as recent as a few months ago. I suppose these stores could just be resellers but i thought they were brand owned.

Also CentralWorld and Samui. The one in CentralWorld had an "80% off Closing Sale" when I was there mid Feb.

[RichardColeman]

One thing I like about it here is the jeans. I'm only 5ft 6 and all the jeans I see seem catered for my height due to Asians on the whole being smaller. 

 

That said, could just be the wife buying me ladies jeans.

[Thujone]

1 hour ago, law ling said:

Good luck to them, but:

 

1. Will they sell anything other than a 28 inch waist? - I sure they won't have my size.

 

2. Isn't denim really just too hot and heavy for around here?

 

3. I think most Thais will prefer cheaper brands and "copies".

They have sizes bigger than 28" waist.

I've told you a million times, don't exaggerate.

[vandeventer]

33 minutes ago, JeffersLos said:

 

It's not their fault that you're fat. 

Yes , it's the wife's fault!!!

[warrima]

3 hours ago, Tim207 said:

my recollection is a " levi's going out of buisness sale" sign at both terminal 21 and at robinsons in chantaburri as recent as a few months ago. I suppose these stores could just be resellers but i thought they were brand owned.

I remember reading that Levis had ended their distribution agreement with DKSH recently and were now dealing directly as the parent company in thailand. I assume the stores closing are those tied up with the old distributer.   

[Walker88]

I suspected Levis was up to something, as at BTS stations they incessantly run a commercial I happen to find particularly irritating, and not just because it's run every half minute....."these jeans...every rip and tear...tell the story of our lives......501: the number that changed EVERYTHING"

 

Seems god-awful pretentious, which is to say probably a genius marketing ploy aimed at the TikTok crowd who fancy themselves 'influencers' and among the most important human beings on Gawd's Green Earth. The narrator's voice seems to belong to a woman about 25 years old, so I suspect she represents the upper limit of their target demographic.

 

When I first heard the ad, I thought I could never be an ad exec in today's world, as I am likely out of touch with that target market. Then I realized I might actually be perfect, as innate cynicism might have me gearing copy toward a demographic that appears to be wildly self-absorbed and self-important. Perhaps it takes a curmudgeon to be cynical enough to think of what would resonate with young folks who feel themselves to be the actual center of the Universe.

 

Anyway, good luck to Levis.

 

DISCLAIMER: I'm not actually a curmudgeon; I just play one of the internet. That ad run in the BTS, however, IS irritating as well as incessantly run. And for my next missive...NOBODY looks better with a tattoo; Gawd, please make that fad go away faster than a mullet!

[herfiehandbag]

I thought they were called "Levy's" here?

At least, that is what they sell in all the markets up here!

[Excel]

42 minutes ago, JeffersLos said:

 

It's not their fault that you're fat. 

Lay off us fat buggers ????

[islandguy]

My problem with the used jeans shops is that their stock runs too big for me. And I’m 6’3”. Pretty funny. Lot’s of 40” plus waist jeans. Manage to find a few of the original name brands, usually better than the numerous others.

[mtls2005]

4 hours ago, Tim207 said:

my recollection is a " levi's going out of buisness sale" sign at both terminal 21 and at robinsons in chantaburri as recent as a few months ago. I suppose these stores could just be resellers but i thought they were brand owned.

They ended a 25-year distribution contract with a DKSH (consumer goods div.) recently, pretty sure this is how why have your "recollection", and are going on their own.

 

 

thailand is a huge market, and Levi's is probably one of the top five fashion brands, re: awareness (with demographics decidedly foreign to the AseanNow crowd).

 

 

100 outlets in thailand sounds aspirational, maybe in five years. 

 

 

 

I'm not sure Pepsi ever recovered from their break with Sermsuk (~2006), but those circumstances and that segment are different.

 

 

Edited April 21, 2022 by mtls2005

[Pattaya Spotter]

2 hours ago, law ling said:

Good luck to them, but:...

 

2. Isn't denim really just too hot and heavy for around here?

 

Good for when going to local movie theatres...and a down parka.

Edited April 21, 2022 by Pattaya Spotter

[tjintx]

1 hour ago, Deli said:

The Levi's made in Thailand aren't expensive and stores stock up to 40" waist but mainly only inseam 36".  However... they are made of local Denim and you cannot compare the quality with the product you buy in the Western world. They are ok and as imported brands ( like G-Star or Evisu ) have a hilarious price tag, it's not a bad choice.

Actually, I have found that Levi quality has gone done noticeably in the west.   Seams come apart, material becomes threadbare, etc.    Those may be the Chinese made ones only though, I've had better luck with the Mexican made Levis.    Having said that, you may be correct that the local ones are not even up to that standard.

[jacko45k]

I am all for it, they very much enhance a nice TG derriere!

[G Rex]

 

36 minutes ago, herfiehandbag said:

I thought they were called "Levy's" here?

At least, that is what they sell in all the markets up here!

Yes. -  for sale next to the Filla sandals & the Kristian Dior bags  LOL 

[mikebell]

Thais do few things well but they are masters at copying.

[ronster]

Have bought jeans about 3 times from Levi shop and few t-shirts. The jeans were not far off uk prices but the waist sizes were 2-3 sizes out every time and the material was very thin and soft but not in a high quality way.

Their stuff seems ok for women shopping there , but I now just get all my clothes brought out from uk as sizes and quality here are rarely any good for decent clothes.

[mtls2005]

1 minute ago, ronster said:

Have bought jeans about 3 times from Levi shop and few t-shirts. The jeans were not far off uk prices but the waist sizes were 2-3 sizes out every time and the material was very thin and soft but not in a high quality way.

This was in thailand? Recently?

 

Which model?

 

Which store? Where exactly?

 

Where were these manufactured?

 

Which waist/inseam size? 

 

AFAIK, Levis are not manufactured here in thailand.

 

They do have plants in nearby countries.

 

Based on your comments I think you got snookered.

 

 

[John Drake]

I guess the good thing is that this American company's jeans won't need to travel far to get here. 

Quote

As of 2019, the vast majority of Levi's are made overseas in a number of developing countries, such as India, Sri Lanka, Vietnam, and Indonesia, due to the availability of cheap labor and raw materials.

 https://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.