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Levi’s Expands Customization ‘Tailor’ Concept Stores in Canada

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Iconic denim brand Levi’s is expanding its ‘tailor shop’ concept in Canada, with two additional stores that are both located in Alberta. Levi’s tailor shops offer custom embroidery, tailoring, hemming and a wide selection of pins and patches, addressing the trend towards product customization.

Levi’s describes its tailor shops as having a “team of specialized craftsmen who will help you personalize your favourite denim pieces,” with customization spaces located at the back of each store. Levi’s debuted its first two Canadian locations with tailor shops in November of 2016, at Toronto’s CF Sherway Gardens and at Square One in Mississauga.

The two new Alberta locations will be at West Edmonton Mall in Edmonton, and at CF Market Mall in Calgary. The 3,100 square foot West Edmonton Mall store will open to the public on September 7, and the 3,055 square foot CF Market Mall location will open on September 14. Both stores will feature interiors with framed graphics and potted succulent plants native to California (giving a nod to the brand’s rich Northern California roots), as well as bright, white walls, polished concrete floors and graphics that separate the space into distinct areas. Both stores will carry a broad assortment of the Levi’s® Red Tab Collection, with the opportunity to customize. 

(AT CF SHERWAY GARDENS, PHOTO: LEVI’S)

Levi’s is the latest brand to offer customization in its stores, addressing a trend being recognized among retailers, as well as retail experts. Last week, Roots unveiled its first location that features a customization area where consumers can design their own jacket, at Toronto’s Yorkdale Shopping Centre. Multiple studies show that the younger generation, including Millennials and ‘Generation Z’, are seeking personalization when making purchases.

Levi’s has also just announced that it has partnered with Hudson’s Bay to launch two special edition Trucker Jackets that will be available at the end of August at Hudson’s Bay stores in Canada, thebay.com and select Levi’s® Stores. The collaboration includes the Women’s ‘Ex-Boyfriend Trucker Jacket’ and Men’s ‘Type III Trucker Jacket’, both lined with the iconic stripes of the Hudson’s Bay Company Collection Point Blanket. Both jackets retail for $148.

“Hudson’s Bay and Levi’s are two brands with deep roots,” said Jonathan Cheung, Head of Global Design, Levi’s Brand. “This year, we’re celebrating the 50th Anniversary of our Trucker Jacket and we’ve lined it with the iconic Hudson’s Bay Company stripes. There’s something retro-cool about these jackets.  It’s like a creative fist bump between two iconic companies.”

*Product photos above are via Levi’s/Apex Public Relations

Article Author

Craig Patterson
Located in Toronto, Craig is the Editor-in-Chief of Retail Insider and President/CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Director of Applied Research at the University of Alberta School of Retailing in Edmonton, and consultant to the Retail Council of Canada. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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