- Levi's is opening more of its NextGen stores in the US.
- The locations prioritize customization and the company's digital capabilities.
- Levi's plans to open about 100 new small-format stores over the next few years, and some of those will be NextGen stores, according to the company.
- Visit Business Insider's homepage for more stories.
Levi's is reimagining its stores for the future of retail.
The apparel maker just opened the first North American location of its NextGen stores — focused on customization and digital capabilities — at the Stanford Shopping Center in Palo Alto, California.
The NextGen stores have "Tailor Shops" where shoppers can customize T-shirts and denim, new fitting rooms promising an "endless aisle" experience, and plenty of digital signage throughout.
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Keeping safety top of mind as the coronavirus pandemic continues, the new stores also offer curbside pickup, personal shopping appointments, and buy-online-pickup-in-stores capabilities.
The denim brand plans to open about 100 new small-format stores over the next several years, some of which will be NextGen stores.
Take a look inside the Palo Alto NextGen store:
The NextGen stores are meant to be more open than the typical Levi's store, with bolder designs.
Digital signage is situated throughout the store, providing shoppers information about the available fits and styles.
At the Tailor Shop, shoppers can get clothing customized, altered, or repaired. During the company's earnings call on October 6, CEO Chip Bergh said that Gen Z — which prioritizes individuality and sustainability — is an important demo for Levi's.
Customers can choose to work directly with a tailor on their creations.
The fitting rooms are meant to be more open than those found at a typical store. They also offer what Levi's calls an "endless aisle" experience, meaning that shoppers can try on items in their size and then place an order for it even if the store does not carry full inventory of that particular fit or style.
In addition to the Palo Alto location, Levi's has opened NextGen stores in Los Angeles and Scottsdale, Arizona, in the US. The first NextGen store opened in Shanghai last month.
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