• WWD

Macy’s, Levi’s Team Up on Limited-Edition Line, Customization Shop


The initiative includes a pop-up Tailor Shop that will remain at the Herald Square flagship though Sept. 18.

Levi’s has long been a major brand within Macy’s, and today, the two companies are extending that relationship through the launch of Levi’s Limited.

The capsule collection is a line of throwback denim pieces inspired by the Wild West and rock ‘n’ roll and is also intended to celebrate the 50th anniversary of the trucker jacket.

The line of men’s, women’s and children’s wear includes a variety of embroidery, fringe, studs, pins and patches and will retail for $69.50 to $148.

Additionally, Macy’s is installing a pop-up Tailor Shop within the Seventh Avenue entrance at the Herald Square flagship that opens today and will remain there through Sept. 18. The Tailor Shop offers customers the chance to personalize their Levi’s denim — both new and vintage — by adding patches, chain-stitch designs and monogramming. Levi’s currently has Tailor Shops in 20 of its stores globally, but this is the first time it has been offered at a department store.

“As we were planning our fall trend message, we talked about the resurgence of Western vibrations: Western-inspired merchandise and the customization and decoration of denim,” said Durand Guion, group vice president and fashion director for men’s at Macy’s. “We wanted to partner with one of our key denim resources so we started brainstorming with Levi’s about what we could do that would be unique to our customer.”

Calling it “denim 2.0,” Guion said Levi’s Limited “takes the core of denim, pushes and elevates it.”

He noted that this is also the first time Macy’s has partnered with one key vendor on product that encompasses all categories of business: men’s, women’s children’s and accessories.

“We’re very optimistic,” he said about the expectations for the performance of Levi’s Limited. “The retail environment is starved for newness and out-of-the-box ideas. We think it will excite our customer and create demand because they know they need to buy this now because it won’t be in stores forever.”

He also said the offering is expected to appeal to customers who are eager to “interact with product on a whole other level.”

Levi’s Limited will be available in 165 Macy’s stores and online.

Jonathan Cheung, head of design at Levi Strauss & Co., said: “We wanted to make this collection really special, fun and something quintessentially Levi’s.”

He said when Guion started talking about Western vibrations “it drew a smile.” He also knew that Levi’s pieces have historically been customized by wearers, and so this initiative is intended to “amplify that.”

He said the collection and the addition of the pop-up Tailor Shop is “one way for stores to be interactive” and goes beyond shoppers just “consuming” product, offering instead “an experience that is very personal. And it gets very addictive as well. It allows you to reinvigorate your vintage Levi’s and be playful with them.”

Customization options will range from $12 for one patch and $30 for three patches to chain-stitching for $35-$55 and up to 12 script letters for $40.


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