Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

In episode 369 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Rui Carlos Da Silva Araujo, senior vice president and managing director for LATAM at Levi Strauss & Co., one of the world's largest brand-name apparel companies and a global leader in jeanswear. Araujo discusses why Levi Strauss & Co. is investing in Latin America (0:54), its growth plans for the diversified market (3:20), and the customer behavior seen so far in this region (5:40). He details how Levi's is connecting to local culture through its House of Mexico store location in Mexico City (7:20), and the brand's marketing efforts to generate consumer awareness in LATAM (9:53).

In addition, Araujo discusses how Levi Strauss & Co. is creating unique customer experiences according to individual countries' consumer preferences while staying true to global brand values (13:19), and some of the diverse characteristics to each of the LATAM markets that Levi's is serving (16:16). Lastly, he offers insight into the complex internal process to build the right team across the region (19:04), as well as the future opportunities he sees for continued brand growth in Latin America (22:12).

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