Demand for jeans returns, fuels Levi’s PH expansion

Levi’s SM North- contributed photo

MANILA  -The retail arm of Sy-led SM Group will open four more Levi’s stores next year on the back of improving consumer sentiment and the return of onsite work.

“We are looking at opening four to six stores every year. Next year, we will have four more stores for sure,” SM Retail Inc. vice president for marketing Marielle Ardiente told the Inquirer last week on the sidelines of the opening of Levi’s 22nd and newest store located in SM North Edsa. For next year, branches would be in SM malls in Zamboanga, Tarlac, Ilocos Norte and La Union.

Ardiente said expansion was brought about by the rising demand from younger generations, particularly millennials and Generation Z.

The SM executive said the brand’s offering was no longer limited to jeans, noting that customers were also buying shirts and tops and accessories such as caps, belts and bags.

Jeans, tops and accessories- contributed photo

“Most of our sales are still denim bottoms. It’s still 60 to 70 percent of our sales. But the growth is coming from the tops,” Ardiente said, adding that growth in the segment was hovering around 30 percent to 40 percent.

In terms of overall sales, the SM executive said Levi’s has now surpassed prepandemic levels, growing by 20 percent.

“I think part of it is because businesses are now allowing their employees to come to the office in more casual attire. So, denim bottoms are really selling well today,” she said, adding that overall sales were also expected to grow by 20 percent this year.

Ardiente said sales in physical stores have bounced back, pointing out that the online channel accounts for just less than 1 percent today. INQ