Levi's Names Vicky Skelton to Lead East Asia Pacific Growth
Levi's appoints digital commerce veteran Vicky Skelton as East Asia Pacific MD, bringing her DTC-first retail strategy and AI-driven store expansion playbook to the region.
Levi Strauss & Co. has appointed Vicky Skelton as Managing Director for East Asia Pacific, signaling the denim brand's commitment to digital-first retail strategies in one of its fastest-growing regions. Skelton brings 13 years of experience with the company, most recently leading Canada as General Manager where she expanded the market to more than 50 stores using online shopping data to guide physical retail locations.
Digital Commerce Expertise Drives Regional Leadership
In her new role, Skelton will oversee commercial operations across all sales channels in East Asia Pacific, directly applying the playbook she developed in Canada. Her track record includes implementing what Levi's calls a "DTC-first, not DTC-only" approach, balancing company-owned stores and online platforms with traditional wholesale partnerships.
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"Vicky has a proven track record of delivering strong results while building high-performing, purpose-driven teams," said Gianluca Flore, Chief Commercial Officer at Levi Strauss & Co. "Her leadership has been instrumental in strengthening brand momentum in Canada, and we are confident she will build on the strong foundation in East Asia Pacific to scale the next chapter of growth."
Before leading Canada, Skelton served as Senior Director of Digital Selling & Transformation from 2021 to 2023, a role focused on integrating artificial intelligence and data analytics into the company's direct sales operations. This background aligns directly with Levi's regional strategy in Asia Pacific, where the brand is rolling out NextGen Indigo stores featuring LED portal entryways, digital screens, and online ordering with in-store pickup capabilities across Singapore, Thailand, and Indonesia.
Women's Business Growth and Lifestyle Expansion
A key achievement during Skelton's tenure in Canada was accelerating the women's category by expanding beyond jeans into full lifestyle offerings. The strategy included stylist-driven services and premium store experiences in major markets like Toronto and Montreal, creating a model that transfers directly to Asia Pacific's fashion-forward consumers.
The region's new stores reflect this lifestyle positioning, with doubled average store sizes to accommodate customization services like Tailor Shops. Levi's has also deployed Staff Start, a digital styling platform where store associates post outfit recommendations online before customers visit physical locations, blending digital engagement with in-person shopping.
Data-Driven Retail Strategy Meets Asian Markets
Skelton's appointment reflects how legacy apparel brands are prioritizing executives with proven digital transformation capabilities over traditional wholesale backgrounds. Her approach in Canada used online shopping patterns and customer data to determine where to open new stores, a strategy particularly relevant in Asia Pacific markets where consumers increasingly expect integrated online and offline experiences.
"East Asia Pacific is a region rich in culture, creativity, and opportunity," Skelton said. "I'm excited to partner with our talented teams, franchise partners, and distributors to build on the strong momentum already underway. Together, we will continue to deepen consumer connections, strengthen our DTC-first and brand-led approach, and unlock Levi's full potential as a lifestyle brand across the region."
The appointment positions Levi's to capitalize on growing demand for premium denim and lifestyle apparel across Southeast Asia and broader East Asian markets, where the company has identified significant expansion opportunities through its combination of physical retail presence and digital commerce capabilities.
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