Denim giant Levi’s is aiming to strengthen its DTC-first strategy, with the expansion of its member scheme, Levi’s Red Tab™, introducing it into four new European markets.
Consumers in Poland, Ireland and Denmark, can now access the exclusive membership benefits, while Switzerland will be joining in June. Levi’s said this rollout is a key step in its commitment to delivering a seamless, omnichannel shopping experience that helps build fans for life in Europe.
Since launching in 2020, Levi’s Red Tab has grown to over 38 million members globally. With this expansion, the programme will be available in 12 countries in Europe (France, UK, Germany, Italy, Spain, Netherlands, Belgium, Czech Republic, Poland, Denmark, Ireland, Switzerland).
Leona De Graft, VP of ecommerce at Levi Strauss & Co. Europe, said: “Expanding our Red Tab™ Member Program is a key enabler of our DTC-first and omnichannel evolution. By integrating digital and in-store experiences, the program strengthens our ability to deliver a connected, convenient, and rewarding shopping journey across all touchpoints.
“But we are not just driving loyalty—we are building lifelong Levi’s fans through unique benefits such as our in-store tailoring service to both customise and repair denim garments. With Red Tab™, our members truly Live in Levi’s.”
Levi’s Red Tab™ is designed to make the journey with the brand more seamless, more enjoyable and life-long. Members enjoy premium benefits that prioritise quality and style, with an extended product guarantee and lifetime access to tailoring services, including repairs.
Central to the program are coins, earned by Red Tab members on every purchase, redeemable for vouchers to shop online or in store. Additional perks include free shipping on every order, birthday surprises and early access to exclusive collaborations.
Member Days also give fans access to concert tickets, curated trips and events across Europe destinations. A true European-wide program, members retain their benefits in all the countries where the program is available.
With the Red Tab™ Member Program, Levi’s is not only rewarding its loyal fans but also transforming the omnichannel experience. To receive truly customised recommendations members can set their preferences on their profile, ensuring they receive tailored offers and services that align with their preferences and shopping behaviours. Whether shopping online or with a stylist in-store, members enjoy a truly connected and personalised brand experience.
Levi’s offers omnichannel services such as Click & Collect, online ordering with in-store returns and order-in-store with delivery at home. The Red Tab program is the biggest connecter between the store and digital environment, allowing fans to connect with the brand in the most seamless, rewarding and relevant way.
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