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brand strategy

Levi-Strauss to Phase Out Global Denizen Brand

Posted by Sheila Shayon on September 24, 2012 02:41 PM

Two years after launching an exclusive denim brand in Asia, dENiZEN, Levi-Stauss has taken the low-cost denim line to China, India, Mexico, Pakistan, Singapore and last year to the United States (via an exclusive deal with Target) — but now it's phasing out the brand beyond North America in order to promote its core brands.

According to a statement provided by the company,

"Across our company, we are focused on driving profitable growth. We made the strategic decision to phase out the Denizen® brand from Asia and focus our resources behind growing the Levi’s® brand in this market. We’re working with our franchisee partners for a smooth transition and we’ll phase it out over the next twelve months. We are committed to Asia and will continue to serve consumers in Asia through our Levi’s® and Dockers® brands. We’re continuing Denizen in the North America in Target, where we’re currently in more than 1,700 US stores and expanding to Canada."

Levi's Leads Denim Brands Scaling the Great Mall of China

Posted by Mark J. Miller on November 25, 2011 09:02 AM

American consumers are still struggling on the whole to make ends meet and a new pair of fancy jeans aren’t in the budget of most households so Western apparel makers are following the lead of plenty of other businesses and trying to establish themselves in China, where some discretionary dollars are still being spent. But they aren’t just setting up stores but changing their product for the market.

The San Jose Mercury News reports that “Western apparel makers are infusing their clothing lines with Asian sensibilities in look, feel and size while embarking on aggressive store campaigns in this part of the world.”

Last year, Levi Strauss became the first Western clothier to launch a new line of clothing, called dENiZEN, in China before introducing it into the States in August of this year at Target.Continue reading...

viral buzz

Viral Video: Qualcomm's Snapdragon Bugs Rube Goldberg

Posted by Michael Waltzer on October 18, 2011 05:01 PM

Don't get bugged out by today's viral video because you might just get free power. Trending on YouTube, with over half a million views, is one of the most inventive ways to charge your smartphone: insect power.

Snapdragon, a brand of mobile-system-on chips by Qualcomm, the wireless telecommunications company, has found some good use for the little critters. The video is circus themed, with marching band music playing, as an array of different bugs interact with objects to provide power for a smartphone.Continue reading...

brand extensions

Levi's Summer Exchange Program: Bring dENiZEN Global Brand to US; US Campaign to World

Posted by Sheila Shayon on July 12, 2011 01:30 PM

In a reverse marketing strategy, Levis Strauss this week brings its successful Asian denim brand, dENiZEN, to North America, just as it exports its US marketing campaign internationally.

The dENiZEN jeans are now exclusively available at Target, with an all-American marketing push and special offer: like the brand's dENiZEN US Facebook page and become eligible to win a reward ranging from a $3 rebate on the purchase of a pair of the jeans, a free Target gift card, or a free pair of dENiZEN jeans.Continue reading...

brand launch

Levi's Ramps Up dENiZEN Global Brand in Tandem With Ethical Labor Commitment

Posted by Barry Silverstein on May 25, 2011 11:00 AM

Levi's has taken an unusual action that demonstrates the importance of the international market to the very American maker of jeans.

The denim giant is expanding its Asia-only brand, dENiZEN, with a countrywide push in India. Aaron Boey, president of Levi Strauss & Co. Asia-Pacific, told the Times of India that the company "started test marketing the brand in India and China simultaneously last year and now India is the first market where the brand is going national."

The dENiZEN brand was introduced last August in China, India, Korea (which has been running a dENiZEN dance contest), Pakistan and Singapore. Now ready for primetime in Asia with a serious marketing push by Levi Strauss, dENiZEN will replace the company's Signature denim brand internationally, although Signature will remain in the US market.Continue reading...

Brands to Watch: Dior, Bing, Moet and more

Posted by Shirley Brady on May 12, 2011 06:00 PM

Brands to Watch

American Express forms venture with French luxury e-tailer, vente-privee.com.

Ashton Kutcher tipped to fill Charlie Sheen void on Two and a Half Men.

Bing continues to capture more searches as Microsoft's antitrust saga comes to an end.

BlackBerry product placement on BBC version of The Apprentice raises eyebrows.

BMW and Audi vie for luxury auto lead.

Bravo TV star Bethenny Frankel sued by former manager for a piece of her just-sold business.

Chevron criticized for corporate citizenship campaign in California.

Facebook claims no smear campaign intended by PR firm Burson-Marsteller vs. Google.Continue reading...

brand news

In the News: AT&T, JPMorgan, Levi's and more

Posted by Dale Buss on April 13, 2011 09:00 AM

In the News

AT&T introduces first prepaid smartphone with LG.

BP readies to argue about financial assessment of Gulf spill damage, and scrambles to save deal with Rosneft.

Cisco cheered on Wall Street for killing the Flip video camera.

JPMorgan quarterly profit surges.

Kroger fuels up gas-reward program.

Levi Strauss plans to bring Denizen jeans brand to U.S. after Asian success.

Method launches new green campaign.Continue reading...

Is China Overdosing on Brands?

Posted by Barry Silverstein on August 25, 2010 10:00 AM

Brandchannel readers have seen China mentioned numerous times of late. The reason: China's robust economy hasn't slowed. Even in the face of a global recession, retail sales grew more than 15% in 2009, according to official Chinese statistics. Consumers in what is now the world's second biggest economy are hungry for quality goods, and that makes the Asian giant a hotbed of brand activity.

Just in the last month, we've reported on Levi's new brand in China (dENiZEN), Merck's joint venture to market vaccines in China, Pabst beer's upmarket offering in China, GM's new Chinese car brand (Baojun), the launch of a new Hermes brand (Shang Xia), and Burberry's Chinese growth strategy.

With all of this activity, you have to wonder whether Chinese consumers are becoming, well, a little jaded. Indeed, the UK's Telegraph reports that, despite the frenetic retail activity, "the underlying hard data shows that margins are being increasingly squeezed by rising costs and intensified competition."

Of even greater concern, perhaps, is the fact that "shoppers are simply no longer wowed by any new launch."Continue reading...

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