Levi customers in Poland, Ireland, and Denmark have now gained access to the programme’s exclusive benefits with Switzerland set to join the roster in June.
Since its inception in 2020, Levi’s Red Tab has amassed a global membership exceeding 38m individuals. This latest move extends the programme’s reach to a total of 12 European countries.
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The Red Tab Member programme is designed to offer Levi’s customers a more rewarding relationship with the brand by enhancing the omnichannel shopping experience.
Members can personalise their profiles with their preferences, which allows them to receive offers and services that are more closely aligned with their individual shopping patterns.
The programme ensures a cohesive and custom-tailored interaction with the brand, whether customers are making purchases online or engaging with stylists at physical store locations.
Levi’s integrates omnichannel services such as Click & Collect, as well as enabling customers to place orders online and return in-store or make in-store purchases for home delivery.
According to the company, the Red Tab programme serves as a key link between physical stores and digital platforms, offering fans an integrated, beneficial, and relevant connection with the brand.
Levi Strauss & Co Europe e-commerce VP Leona De Graft said: “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 this year, the company reported an increase in net revenue for the fourth quarter of 2024, attributing the rise to performance across its global direct-to-consumer (DTC) channels and wholesale operations.
The company’s Q4 DTC net revenues saw a 19% surge with a 14% climb on an organic basis. The organic growth in DTC was marked by a notable 17% uptick within the European market.
During the quarter, DTC sales accounted for 45% of the total organic net revenues.
The company aims to capitalise on the value inherent in its Levi’s brand and products, improve its adaptability and response to market demands, and strengthen its commitment to customer focus and innovation.
