Levi customers in Poland, Ireland, and Denmark can now enjoy exclusive benefits from the Red Tab Member programme, with Switzerland set to join the initiative in June.
Launched in 2020, Levi’s Red Tab has successfully attracted a global membership of over 38 million individuals. This expansion now brings the programme’s availability to a total of 12 European countries.
The Red Tab Member programme is designed to foster a more rewarding relationship between Levi’s and its customers by enhancing the omnichannel shopping experience.
Members have the option to personalize their profiles according to their preferences, enabling them to receive offers and services that align closely with their individual shopping habits.
The programme ensures a seamless and tailored interaction with the brand, whether customers are shopping online or consulting with stylists at physical stores.
Levi’s incorporates a variety of omnichannel services, including Click & Collect, which allows customers to place orders online and either return items in-store or make in-store purchases for home delivery.
According to the company, the Red Tab programme acts as a vital link between physical stores and digital platforms, providing customers with an integrated, advantageous, and relevant connection with the brand.
Levi Strauss & Co Europe e-commerce VP Leona De Graft stated, “Expanding our Red Tab Member programme is a key enabler of our DTC-first and omnichannel evolution. By integrating digital and in-store experiences, the programme strengthens our ability to deliver a connected, convenient, and rewarding shopping journey across all touchpoints.
“But we are not just driving loyalty — we are building lifelong Levi’s fans through unique benefits such as our in-store tailoring service to both customise and repair denim garments. With Red Tab, our members truly Live in Levi’s.”
In January of this year, the company announced an increase in net revenue for the fourth quarter of 2024, attributing this growth to strong performance across its global direct-to-consumer (DTC) channels and wholesale operations.
The company reported a 19% surge in Q4 DTC net revenues, with a 14% increase on an organic basis. Notably, the organic growth in DTC was driven by a significant 17% rise in the European market.
During this quarter, DTC sales represented 45% of the total organic net revenues.
In February, Levi Strauss & Co unveiled a reorganization of its executive leadership, introducing the role of chief supply chain officer as part of a strategy to develop a leading omnichannel retail operation.
The company aims to leverage the inherent value of its Levi’s brand and products, enhance its ability to adapt to market demands, and reinforce its commitment to customer focus and innovation.
