While Levi’s® is one of the most recognizable denim brands in the world, growing internationally in both emerging and mature markets remains one of our biggest opportunities for growth. We’ve been accelerating our performance and influence across geographies, with global icons and cultural tastemakers amplifying our reach — all aligned with our business strategies around expanding internationally. The key to this global strategy’s success? Perfecting the balance between a globally unified brand identity and local relevance.
To better understand what this looks like, we’re spotlighting regions around the world to show how local teams are striking this balance. Below, Michael Baer, general manager for Levi’s® Australia and New Zealand (ANZ), breaks down what makes their approach work in their market.
How would you describe the ANZ market today?
ANZ is a vibrant and highly dynamic market that blends global influences with a strong local lens, shaping distinctive consumer behaviors and style expressions. As we look ahead, Australia’s population growth will concentrate in urban centers, sustaining demand in key retail hubs. ANZ retail remains highly omnichannel, while cautious discretionary spend may signal headwinds for broader retail performance.
When it comes to styling, consumers in ANZ adapt international trends into a relaxed yet refined aesthetic, creating enduring, wearable looks that reflect the ANZ way of life rather than transient trends. This puts Levi’s® in the perfect position — leaning into denim and lifestyle categories as natural wardrobe staples and reinforcing our place as a head-to-toe lifestyle retailer in the region.
How are these consumer and retail dynamics influencing how Levi’s® operates in the region?
Denim continues to play a central role in ANZ wardrobes, reflecting a lifestyle that values authenticity, versatility and ease. This anchors our core denim categories in the market, while the broader Levi’s® portfolio — which includes tops, outerwear and lifestyle pieces — meets evolving expectations for head-to-toe outfitting and fuller personal self-expression.
Climate is also a factor. Australia’s warmer climate and outdoor-oriented culture drive demand for lightweight fabrics and adaptable silhouettes, while cooler winters across the region reinforce the need for seasonally relevant assortments.
We are responding by refining product mixes, elevating women’s and lifestyle categories, and localizing assortments to better reflect how consumers live, dress and engage with the Levi’s® brand.
What are the core strategic priorities for Levi’s® in ANZ, and how do they align with the company’s broader global objectives?
Translating LS&Co.’s global priorities into local strategies means building best-in-class DTC capabilities, strengthening the Levi’s® brand and expanding the Levi’s® portfolio in the market. We’re doing this in a number of ways, but all initiatives are anchored on one clear goal: be relentlessly fan-obsessed, showing up meaningfully wherever and however fans engage with Levi’s®.
We’re also keeping a pulse on local cultural moments throughout the region. In 2025, we elevated how Levi’s® shows up for fans through an exciting partnership with the National Gallery of Victoria (NGV) Gala, Australia’s leading celebration of fashion and design. From transforming the red carpet into a denim carpet, to collaborating with iconic designer Karen Walker to outfit local stars, the activation was a powerful reimagination of the brand’s heritage for today. This built on our work with local artist Lottie Rae, who brought a distinct creative lens to retail openings and activations, reinforcing cultural relevance and accelerating opportunities to win with women.
Our teams are also delivering a more premium expression of the Levi’s® brand in stores, particularly at newer doors like Doncaster, Melbourne, and Bondi, Sydney. Both locations highlight our NextGen Indigo concept and premium service model and showcase a broad, modern assortment with stronger emphasis on women’s, while continuing to highlight newness across the portfolio. These DTC touchpoints elevate retail productivity and deliver immersive experiences, allowing us to meet fans where they’re at and bring them closer to the Levi’s® brand.
What opportunities do you see for Levi’s® in ANZ in the coming months, and how do you expect the region will feed into LS&Co.’s broader international strategy?
One of our most significant opportunities is the announcement of K-pop superstar Rosé — an international icon with deep roots in the ANZ region — as our newest Global Brand Ambassador.
The collaboration is a powerful platform to elevate our relevance to Australian consumers and create real momentum in this part of the world. This initiative also speaks to our broader strategy for winning with women, strengthening our brand presence and keeping Levi’s® at the center of culture.
