Website for Levi’s debuted
DKSH Thailand Ltd, a market expansion service provider, kicked off an e-commerce business for Levi’s jeans in Thailand this weekend in line with Levi’s vision to turn its fashion denim brand into a global lifestyle one.
Peter Hornby, DKSH Thailand’s vice-president for fashion apparels, said the launch of www.levis.co.th in Thai, English and Chinese languages will help Levi’s extend its sales channel to access more customers across the country, particularly younger people and foreign tourists.
“Thailand is the first country in Southeast Asia to have an online platform for Levi’s products. The online platform will be key in growing Levi’s business in the future,” he said.
The company expects its online platform will contribute about 10% of Levi’s total sales in the future.
However, it will continue to open 17-20 more Levi’s points of sales this year, to add to the existing 206.
Levi’s is set to become a multi-channel retailer with the development of the Jeanspiration application as a lifestyle application for denim dressing trends.
Levi’s vision is to become a lifestyle brand this year.
“We hope to turn Levi’s brand from premium fashion denim to a lifestyle brand this year,” said Wannapanee Willie Dasananjali, DKSH’s marketing director for fashion apparels.
A market analyst said Levi’s move is to guard its market share from the fierce competition in Thailand’s denim market after international fast-fashion brands, including Zara, Uniqlo, H&M, Mango, Topshop, Pull & Bear and Bershka have entered the Thai market.
Apart from the online business, Ms Wannapanee will extend Levi’s products lines to respond customer lifestyle from jeans till accessories.
DKSH recently renewed the contract to market Levi’s products in Thailand for the next 10 years.