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Levis unveils new brand for Chinese market
Aug '10
Levi Strauss & Co, a renowned jeans manufacturer of the world has introduced a novel global brand in China recently, wherein models were seen wearing sneakers and high-heeled sandals during the launch. This new brand targets young consumers in booming markets of various countries starting with China, Singapore and South Korea.

With this newest incarnation, the brand will get included in ever growing list of companies intending to penetrate fast-growing and youthful market, by offering products matching the taste of Chinese consumers.

The first ever dENIZEN shop of the renowned brand will be set up in Shanghai, later this month. The focus of this new brand will be on the wider segment of Chinese consumers than the traditional Levis cutsomer.

As per the President of Levi Strauss's Asia-Pacific division, Mr. Aaron Boey, a new group of consumers are noticeable in past few years, majority of who, prefer wearing stylish clothing, but at affordable pricing.

Fibre2fashion News Desk - India

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