Levi’s has opened a new premium shop-in-shop experience at Hudson’s Bay in Downtown Vancouver.
Nicolas Versloot, Managing Director of Levi’s Canada, said the total selling space is more than 6,000 square feet and is located in a high-traffic lower ground floor level with several access points immediately entering the store.
“We chose this location because we saw an opportunity to deliver an elevated Levi’s experience in a high-traffic downtown location in Vancouver. This complements our Park Royal-owned and operated store and gives us the space to house a tailor shop to give customers the opportunity to make an individual statement on the products they buy, be it with patches or embroidery or a design of their own,” he said.
“This is the first of its kind in that we have added more digital technology to provide better customer service and appeal to the more fashion-conscious consumers for whom digital is a constant in their lives. Not only do we have style advice and continuous communication with the stylist from the fitting room, but we also have locations for social media or image sharing with friends which is a shopping habit of the Gen Z customer.”
The retailer describes the new location as a “6,600 square foot immersive experience that offers styling, product tailoring and customization, tech-enabled fitting rooms and a larger assortment of the brand’s favorite products.”
Levi’s says it has reimagined and digitized its fitting rooms for a seamless and effortless experience interacting with stylists on the floor to ask for an alternative style or fit, request heels or a belt to help visualize how the look will wear after purchase and to offer additional inspiration on pieces that help complete the wearers’ look – all at the touch of a button.
At the heart of the experience is the Levi’s Tailor Shop, where customers can work with a skilled Levi’s Tailor to make sure the jeans fit exactly the way they want them to —whether that means simply cropping a hem, tapering the leg or adjusting the waist. From coloured shank buttons and rivets to patches, to pocket linings, to chain stitching and embroidery, the Levi’s Tailor Shop offers a full range of customization options that ensure each pair of jeans can be a one-of-a-kind creation, adds the company.
“As this is a first we are evaluating the consumer’s response before we commit to further expansion,” said Versloot.
“As a leading retailer, we have a duty to the industry and the category to provide reasons to shop in a brick-and-mortar environment. We know how important fit and feel are to our fans. Post-COVID, which saw a huge swing to the convenience of online shopping, we had to innovate in a way that reminds shoppers of the benefits of trying on products, of having styling options to create an individual look, and an experience that is innovative, different, and worthy of repetition and recommendation.
“With consumer behaviour shifting in the ever-changing retail landscape, Levi’s continues to prioritize how we deliver our iconic products and impactful brand experience. Our goal was to provide a premium one stop shop in a coveted, high-traffic area, perfect for engaging with Levi’s fans who want to connect with the brand, and who are searching for a retail experience as well as their dream pair of Levi’s.”
In a statement, Laura Janney, Chief Merchant, The Bay, said: “Levi’s is a brand that has transcended generational fashion eras and remained a must-have wardrobe staple in our customer’s closets for years. This shop represents Levi’s continued innovation, quality and latest fashion in an environment that inspires shoppers as they discover and connect with an iconic brand.”
A second similar Levi’s storefront is set to open soon at Toronto’s Yorkdale Shopping Centre as well. Construction hoarding has been up for several months now.
Is this Levi’s Tailor Shop a 3rd-party concession with a seperate POS system? Do they issue out Hudson’s Bay Reward points. Will Levi’s also be “Sold by Hudson’s Bay” in the Men’s, Women’s and Kid’s casualwear departments too?