Not just a ‘tito brand’: How Levi’s captures young, ‘fickle’ market

Jessica Fenol, ABS-CBN News

Posted at Jun 22 2019 07:07 AM | Updated as of Jun 22 2019 04:32 PM

A classic Levi's denim jacket. Photo: Levi's Philippines Facebook Page

MANILA—Denim brand Levi's stays relevant by focusing on consumer needs, highlighting product durability and creating standout campaigns, its marketing manager said Thursday.

The quality of its products also helped capture a younger market, Levi's Philippines marketing manager Kat Costas told ABS-CBN News at the sidelines of the Philippine Retailers Association's OFR Awards Night held Thursday.

"What’s good with Levi’s is a heritage brand it has been around for 150 years, people know it as an iconic brand so sometimes people will say it’s my dad’s brand, it’s my uncle’s brand but it’s still known for its durability," Costas said.

"This is the generation with already so many options, they are fickle . . . What’s good today is that Levi’s also resonate with the younger audience because I guess we put the consumer first, so we try to keep up with what they want, the values also that they’re looking for."

Levi's has also "embraced" e-commerce and is working towards an "omnichannel" retail strategy to reach consumers. The brand is already available in online shopping sites Lazada, Zalora and Shopee, Costas said.

"The landscape is more aggressive now, but I think the consumers are also very discerning . . . So it’s really important for brands to understand the consumer," she added.

Despite the rise of e-commerce, brick and mortar shops are here to stay, Costas said, as the Filipino culture of hanging out together is unlikely to change.

"Here, the malls are really thriving. I think it’s the culture of Filipinos, it’s the place where they hang out. That will always be there, but of course we should embrace e-commerce because that is also the way of the future so we want to capture the audience wherever they want to shop," she said.

Kat Costas delivers her acceptance speech in behalf of Levi's Philippines during the 21st OFR Awards 2019. June 20, 2019. Jonathan Cellona, ABS-CBN News

Levi's Philippines received the "Outstanding Marketing Campaign" award at the recently concluded Outstanding Filipino Retailers 2019 Awards for its father and son ad, which featured a custom jacket with braille design.

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