Levi Strauss’s Asia Pacific business delivered stunning 21% revenue growth in Q2, far outpacing other regions, with China leading the charge at 35% expansion. The denim maker’s success reflects several regional trends:
China Market Dynamics:
- Heritage Appeal: 501 jeans now status symbols among Gen Z
- Localized Marketing: Douyin campaigns drove 58M engagements
- Store Expansion: 40 new doors in Tier 2/3 cities
Emerging Market Hotspots:
- India: Became 5th $100M+ market
- Vietnam: Sales up 89% with new factory outlet
- Indonesia: First Levi’s Tailor Shop concept launched
President of Asia Todd Corley noted, “We’re seeing Western brands regain cachet as Chinese consumers move beyond guochao nationalism.” The region now represents 28% of global revenue, up from 22% pre-pandemic.
