Consumer research helps Levi’s do a shoppers’ in-store make-over

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Brick-and-mortar retail often is perceived as being disastrously out of fashion with today’s digitally-savvy consumers.

Carrie Ask begs to differ. As EVP/president of global retail at Levi Strauss & Co., the apparel manufacturer, she believes that a strategic restyling – based on a deep understanding of shopper habits and attitudes – can help traditional outlets stay relevant.

“I'm here to tell you physical retail is not dead,” she told delegates at the 2018 CommerceNext conference in New York. “Boring retail is dead and consumers are expecting more from stores, and how they evolve with them, and how they adapt to...

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