Levi's banks on 'North Star' of Asia to drive growth

Premiumisation has allowed its Japan unit to post the fastest growth in the region.

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Levi Strauss & Co. seeks to elevate its brand in Asia using Japan as a model for store format, product design, and consumer engagement as it builds on its image as a maker of premium and lifestyle denim jeans.

Japan is the company's "North Star" in Asia, Nuholt Huisamen, managing director and senior vice president for the Asia-Pacific region at Levi Strauss, told Retail Asia. "A lot of the other markets look to Japan for inspiration."

He said the group's premiumisation strategy - focused on educating consumers on the quality and craftsmanship of Japanese denim and why it's worth paying more for it - in Japan allowed their business there to post the fastest growth in Asia after a global COVID-19 pandemic.

On an adjusted basis, Levi's globally earned a profit of 38 cents per share in the first quarter ended 2 March, according to financial results posted on its website, 52% higher than a year earlier and better than analysts' forecast of 28 cents.