Home / Knowledge / News / Apparel/Garments / Levis to launch new mid-market brand – Denizen in India
Levis to launch new mid-market brand – Denizen in India
10
Sep '10
Levi Strauss & Co, the US denim manufacturer, has focused on Karnataka to pilot its mid-market brand – Denizen. The Indian subsidiary of the company has changed its 20 outlets of the Levi Strauss Signature into Denizen outlets. Bollywood star Imran Khan, is the brand ambassador.

If the pilot testing goes well, Denizen products ranging between Rs 799 and Rs 1,399 could replace the Levi Strauss Signature. Denizen will be test-marketed for an indefinite period in Karnataka by changing the current Signature outlets. The launching of Denizen brand across the remaining parts of India will depend on the accomplishment of the pilot-testing.

The San Fransisco based denim manufacturer, globally launched its Denizen brand for the first time in China, last month.

Levi's has earned popularity in the premium and super-premium price segments of denim because of its strength. It is now trying for further expansion by lowering its price; which will help it to retain its customers. The company looks forward to attract the customers in the age group of 18-28 years, through an affordable range of Denizen products.

Levis Strauss Signature is already positioned in the mid-market category in India unlike China. The Indian subsidiary of the company decided to brand Signature as an individual entity, a few years ago. This decision enabled it to increase its sales even in the smaller cities, adding around 30 percent to the company's sales in India.

Fibre2fashion News Desk - India

Must ReadView All

Textiles minister Smriti Irani at a press conference with minister of state for textiles, Ajay Tamta, the principal director general (M&C), PIB, AP Frank Noronha and other dignitaries. Courtesy: PIB

Apparel/Garments | On 23rd May 2017

Special package for knitwear coming soon: Irani

Union textiles minister Smriti Irani said that the government of...

Apparel/Garments | On 23rd May 2017

Apparel, footwear use may rise by 63% in 2030: Report

The apparel and footwear consumption is projected to rise by 63 per...

Apparel/Garments | On 23rd May 2017

Gap Inc earns $3.4 bn in net sales in Q1 FY17

Gap Inc's net sales for the first quarter of fiscal year 2017 were...

Interviews View All

Kaizad Hansotia
GetNatty

Competition is the best thing that can happen to a startup

Deepak Jain
Baggout

We are using Facebook and Instagram to promote ourselves

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search