A global fashion icon, Levi’s is boosting customer loyalty in Europe by expanding its Red Tab membership program to Ireland, Denmark, Poland, and Switzerland. A part of Levi's direct-to-consumer (DTC) strategy, this initiative aims to strengthen customer engagement and drive sales.

Launched in 2020, the Red Tab program currently boasts nearly 40 million members worldwide, with a significant portion in Europe. Levi's views this expansion as crucial for delivering a seamless, omnichannel shopping experience, fostering lifelong brand loyalty. Members enjoy various perks, including earning coins on purchases, which can be redeemed for vouchers, free shipping, birthday rewards, and early access to exclusive collaborations.

A key differentiator is the in-store tailoring service, allowing members to customize and repair their Levi's garments. Along with an extended product guarantee, this service emphasizes Levi's commitment to quality and durability. The program also offers unique experiential benefits, such as access to music events and curated trips, enhancing the emotional connection between the brand and its customers.

Levi's is focused on using the Red Tab program to gain deeper consumer insights and personalize the shopping experience. By connecting digital and in-store environments, the program allows for tailored recommendations and supports Levi's expansion into new product categories beyond denim.

The company reports strong growth in member acquisition and engagement, with Red Tab members demonstrating higher purchase frequency and customer lifetime value. Notably, these members contribute over 50 per cent of Levi's DTC revenue. The program's pan-European nature allows members to enjoy benefits across multiple countries, fostering a consistent brand experience. Levi's also prioritizes gathering customer feedback to continually improve the program and ensure it meets their needs.