Levi's taps Burberry veteran Anita Fung to lead Greater China reset
New MD Anita Fung arrives from Burberry and Alexander McQueen to accelerate Levi's DTC push, premiumise via the BlueTab line, court women's styling, and roll out city-specific O2O activations starting in Taipei and Chengdu.
Anita Fung, ex-Burberry and Alexander McQueen APAC veteran, takes over as Levi's Greater China MD, prioritizing DTC growth, denim authority, premiumisation via BlueTab, women's styling, and city-specific O2O activations in Taipei and Chengdu.
Why this matters
Levi's is importing luxury leadership to reposition Greater China, shifting from wholesale-led volume toward DTC, premium product tiers, and women's growth as denim competition intensifies in the region.
Leadership signals are steady at 38 in the last 90 days, reflecting ongoing executive churn across retail.