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Levis to launch new mid-market brand – Denizen in India
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

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