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Levi’s new flagship is big on customization

Levi Strauss & Co. is taking a big bite out of the Big Apple.

The iconic denim brand opened its largest store to date, a 16,902-sq.-ft., multi-level flagship in Times Square in Manhattan. It is the sixth Levi’s store in New York City, and replaces the company’s previous Times Square location, which has closed.

The flagship, which is replete with video screens and attention-getting graphics, boasts largest Levi’s product assortment under one roof, and includes a “hyper-local” product line exclusive to the store. It offers a number of tech enhancements, including mobile points-of-sale and associated-assisted ordering. The dressing rooms (each one is named for a New York City neighborhood) are spacious and comfortable, and are equipped with convenient associate call buttons. Sustainable design elements are featured throughout, including hangers manufactured from 100% recycled jeans.

In addition, the store offers Levi’s most comprehensive customization options to date, with four on-site tailors and direct-to-garment printing capabilities available in the Levi’s Tailor Shop. Consumers can access a variety of offerings on iPads equipped with preloaded photos, images, logos and text designed by local artists to create a customized piece.

“LS&Co. is focused on bringing a highly personalized shopping experience to the consumer and this new, larger-format store embodies the brand’s bold stature and vision,” said Roy Bagattini, executive VP and president, Levi Strauss Americas. “This flagship brings to life our brand story with theatre-like expression. “By featuring the largest Tailor Shop in the fleet, the Levi’s Times Square store responds to consumer preferences for personalized and customized product as part of a unique, engaging shopping experience.”

Levi’s Times Square outpost will also serve as a newsroom. It will host Extra! TV for a year-long in-store residency, with weekly celebrity and pop culture news broadcasts from the on-site locale.

In another store first, Levi’s is offing a virtual 360-degree tour of the flagship on its website via its store finder tab.
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