Levi’s® Store Manager Dan Smyth has been donning Levi’s® jeans since he was six. It’s no wonder, then, that he found his way to Levi’s® in 2017. But while he has an affinity for the brand, it’s the employees that truly make the company stand out for Dan.
“I’ve always said Levi’s® is a brand that truly cares about its people — both those who work within the company and shop in the store,” Dan said. “At some of the big box stores I’ve worked for in the past, individuals can blend in and not everyone is celebrating them. Here, everyone has a name, face and story.”
Dan’s Story
Dan’s first role with LS&Co. was managing the Levi’s® store at the Mall of America in Minnesota, where he ran one of the most highly trafficked locations in the largest mall in the U.S. He then moved with his wife and two sons to Vacaville, California, where he was a Levi’s® district training store manager and had the opportunity to visit flagship locations near LS&Co. headquarters in San Francisco.
After the pandemic, Dan and his family returned to the Midwest, where he became manager of a Levi’s® outlet store at Gurnee Mills mall in northeast Illinois. There, he helped improve overall store productivity by addressing staffing complexities and helped resolve staffing issues that had been limiting productivity and store hours. Dan then moved into his current role, taking over the Chicago Premium Outlet Levi’s® store — the highest volume store in the district.
Though his location has changed, one thing hasn’t: Dan’s commitment to creating curated, best-in-class shopping experiences for our fans.
“We always treat the shopping experience like we’re the host and shoppers are our guests,” Dan said. “We greet shoppers, get to know their Levi’s® story and try to personalize their time in our store as much as possible.”
Personalization and Styling Tips Are Key
Thanks to his experience managing stores with a diverse consumer base and interests, Dan has learned how to cater to both locals and tourists, honing his personalization skills and embodying the consumer-obsessed mindset practiced throughout LS&Co. At Gurnee Mills, for instance, Dan noticed local shoppers were always looking for bootcut styles, so he connected with his cross-functional partners across the cluster to stock more of those fits in his store. The Chicago Premium Outlets, on the other hand, attract international tourists who travel from all over the world to shop both on-trend and classic products, so Dan ensures styles like the iconic 501® jean and trendy baggy-fit denim are always in stock.
As a longtime fashion-lover, one of the highlights of Dan’s job is sharing styling tips with consumers. Most recently, he’s been inspiring visitors to his store by wearing 501® Slim Taper jeans with a personalized twist: DIY-trimmed ends for a more distressed look, folded and ironed at the ankle to create a cuff.
“Being in retail for so long has allowed me to be a fan of fashion and put my own spin on it,” said Dan. “That’s the great thing about Levi’s® — I can go through phases of my favorite jeans and then try the next one.”
Heading to the Windy City? Make sure to stop by our Chicago Premium Outlet Levi’s® store and say hello to Dan!
