SHANGHAI:Moving outside the US for launching their new dENiZEN brand aimed at Asia, Levi Strauss created a history of sorts. The new brand is aimed at China, Singapore, South Korea, India and other asian continent countries. Based in Hong Kong, the designers and managers of the new brand will create a line that will be priced lower than the traditional Levi's clothing at approx $40 to $60 an item.
The brand aims to open up a new segment below the Levi's main line, which is sold in more than 500 outlets in China, he added. This will enable Levi's to tap into the lucrative young middle-class Chinese population which prefers stylish clothing at affordable prices. The ten brand ambassadors models were seen wearing sneakers and high-heeled sandals at the launch event in Shanghai.
San Francisco, Calif.-based Levi Strauss is keen to expand its base in one of the world's big gest consumer markets, where sales of apparel and footwear hit $169 billion last year, according to a report by Bank of America-Merrill Lynch, and growing at a healthy double-digit pace.
Levi Strauss, which retreated from the China market for a time in the mid-1990s citing concerns over labor rights, now has hundreds of outlets in China and plans to open up to 1,000 by 2015. The first dENIZEN shop will open later this month in Shanghai.