Levi's unveils second Gen Z store in Utrecht

On Friday, denim retailer Levi’s unveiled the second Dutch branch of its Gen Z concept in the city of Utrecht.

Levi's Gen Z store design - Photo: Levi's

Levi’s said that Generation Z, those born between 1995 and 2010, is the latest generation to step into the consumer spotlight. With the Levi’s Gen Z concept, the denim retailer wants to specifically target the young shoppers.

The 137-square-metre, Utrecht-based store offers the latest Levi’s winter collection for men and women. In addition to clothing, the shop is designed as a hangout for people to meet with friends as well. The store design focuses on the Levi's craftsmanship: the fitting rooms are covered with retro wallpaper from the Levi's archive and feature old school Levi’s ads.

Customization and personalization are central at the new store. The denim retailer offers its own Tailor Shop and Print Bar, where costumers are able to revitalize their old favorite Levi's pieces or give a personal twist to the latest collection.

“This is a generation that is at ease shopping across channels and goes into a store to find inspiration. Gen Z are also, of course, digital natives, so we’re integrating how these consumers engage on different social media platforms into a physical shopping experience,” said the denim retailer about the concept, which was introduced in the Netherlands in August with a pilot in Rotterdam.

The Levi’s Gen Z store is located at the newly developed Zuidpassage at the Hoog Catharijne Mall, which premiered 27 new shops on 9 November following a renovation. Neighboring retailers at the mall include: Hunkemoller’s HKMX sportswear, vanHaren Schoenen, Amazing Jewelry, Inglot Cosmetics, G-Star and Lyle & Scott.

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