In Tokyo’s Shibuya district, a giant image of Blackpink singer Rosé dressed head-to-toe in Levi’s covered a three-level pop-up, where fans gathered for a glimpse of the singer and the debut of her capsule collection. Beyond the celebrity draw, the activation showcased Levi’s ambition to translate its denim authority into a more complete women’s wardrobe. Inside Retail spoke with Karyn Hillman, chief product officer at Levi Strauss & Co, in Tokyo about the brand’s push toward ‘winning with women’ and expanding beyond jeans without losing what makes it Levi’s.
Inside Retail: When you think about winning with women, is that focus about capturing new consumers who aren’t shopping at Levi’s yet, or is it more about expanding her wardrobe so existing fans find more reasons to buy beyond just denim?
Karyn Hillman: It is absolutely both, right? We want to keep existing fans engaged so they discover more reasons to build out their wardrobe with Levi’s. We’re transitioning from core denim authority to a full head-to-toe denim lifestyle expression, while simultaneously bringing in new consumers across various demographics and lifestyles. Winning with women is a major priority, and we are focusing closely on her through our product lineup, assortment planning, and outfit styling, much like what you observed during your store visit.
IR: When expanding into adjacent product categories, what is your primary concern? Given the shift from denim core to a full lifestyle brand, how do you ensure the product still authentically feels like Levi’s?
Source link
