Levi’s Adds Made & Crafted to E-commerce Site

Higher-priced contemporary line being added to flagship Levi.com site in U.S. with Europe to follow.

LOS ANGELES — Levi Strauss & Co. is revving up its e-commerce vehicle with a new site devoted to its contemporary Levi’s Made & Crafted brand.

Launching Tuesday, the Made & Crafted site is the first premium brand that the San Francisco-based company is adding to its flagship levi.com in the U.S., which already offers product for men, women and kids and a shop dedicated to its classic 501 style. Next on the slate is an online store for heritage-inspired Levi’s Vintage Clothing.

“We did a lot of work in the last year-and-half to elevate levi.com,” said Jennifer Sey, Levi’s chief marketing officer, who previously led the e-commerce business for the namesake brand and Dockers. “E-commerce is important to everyone right now. It’s the fastest-growing channel segment. It’s an absolute priority for us.”

For Made & Crafted, founded five years ago and designed in Amsterdam, the top three tenets in e-commerce are “convenience, uniqueness and exclusivity,” according to Sey. Retailing for four times more than the main brand, Made & Crafted has been available on the online stores run by 150 retail customers, including Barneys New York and Anthropologie. The new site is intended to give a boost to the main brand.

“It elevates what the brand is known for: style and craftsmanship,” she said. “It’s a halo effect, which is another reason why it’s important to have it on levi.com.”

Made & Crafted aims to strike a balance between the information and convenience expected of online retail and the sleek styling in the contemporary market where Made & Crafted sits. On the denim fit guide, for instance, the Marker jeans, one of six women’s styles organized under skinny, slim or boyfriend, are photographed from the front, side and back against an azure background. The model dons an orange arm cuff and color-blocked pumps with the patched, distressed jeans. The main design details (boyfriend fit, mid rise, tapered leg) are listed along with a rollover link suggesting a tank top and shirt to pair with the jeans. Shoppers also will receive a print copy of an arty spring look book that Levi’s created with Wax magazine.

“It all needs to facilitate product understanding and, ultimately, purchase,” Sey said.

While Sey declined to give a specific figure for the sales generated through the e-commerce site, she said it should be “a significant portion.” Made & Crafted also will be added to the European levi.com site on Tuesday.