Arouna Doucoure has spent nearly two decades in retail, working his way up from a small New York denim shop to working the Levi’s® Times Square flagship store in New York City.
But he brings far more than just denim expertise to work.
His hidden talent? Speaking seven languages, which allows him to connect with the many fans from around the world who find themselves at one of the busiest Levi’s® locations in the world.
Bridging the Gap
With a consumer base that’s over 90% tourists, Levi’s® Times Square is a constant meeting ground for different cultures, backgrounds and languages. For Arouna, who is originally from Senegal, the diversity isn’t a challenge — it’s an opportunity to take these shoppers’ experience to the next level.
“When you’re in a foreign country, sometimes it’s tough to find exactly what you’re looking for,” he explained. “Finding what you want in terms of fit and style requires dialogue, and it’s not always easy to do that in a second language. So, when I can switch to a shopper’s language — whether it’s Portuguese, French or even Wolof — it bridges that gap and makes things smoother.”
Creating Comfort Through Care
In the bustling environment of Times Square, where thousands of visitors pass through the Levi’s® store’s doors every day, Arouna’s approach is simple but powerful: connect first, then guide. “They’re people before they’re consumers,” he said.
This approach pays off, and Arouna has found that a positive interaction often means more to consumers than just finding the right jeans. By bridging a gap in communication, he can help visitors navigate the store’s wide assortment of Levi’s® products, explaining fits, styles and sizing in a way that resonates. But it doesn’t just ease the shopping process; it also creates a meaningful connection and makes consumers more comfortable.
“Yes, speaking the same language can make shopping easier. But it’s about so much more than that,” explained Arouna. “When you speak the same language to them, everything changes. People really light up. They’re happier, more comfortable — it’s like we walked in together. It makes them feel more at home, even in a busy store like ours.”
Committing to a Classic
Over his 18 years in retail, Arouna has seen countless trends come and go, adapting to the ebb and flow of consumer preferences. He himself favors the classic Levi’s® 512 fit, but he’s paid attention to the recent trend toward baggier fits and is learning how to style them and communicate this to interested consumers — in all seven languages.
One thing that remains constant? Arouna’s commitment to making meaningful connections.
“If you love something and put in the effort, it’ll pay off.”
Visiting the Big Apple? Swing by Levi’s® Times Square and say hi (or “olá,” “bonjour” or “salaam maalekum”) to Arouna and his team!
