With the launch of Levi’s Red Tab, its member program, in four new European territories, Levi Strauss & Co. has strengthened its DTC first strategy. Exclusive membership perks are now available to customers in Poland, Ireland, and Denmark; Switzerland will join in June.
Red Tab now boasts approximately 38 million subscribers worldwide since its 2020 launch. This expansion will make the program accessible in 12 European nations.
Leona De Graft, VP of E-Commerce at Levi Strauss & Co. Europe, emphasised that expanding the Red Tab Member Programme plays a crucial role in the company’s direct-to-consumer and omnichannel strategy. By blending digital and in-store experiences, the program enhances connectivity, convenience, and rewards for customers across all shopping touchpoints.
Coins are the program’s main component; Red Tab users earn them with each purchase and may exchange them for online or in-store shopping vouchers. Extra benefits include early access to exclusive partnerships, birthday surprises, and free shipping on all orders.
Fans can also get concert tickets, carefully planned trips, and events throughout Europe during Member Days. Members continue to receive their advantages in any nation where the program is offered.
