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| Photo by Jackson Lowen |
Levi's took a dive into the Chinese market by introducing it's new line, Denizen in China. It also plans to launch the label in Singapore and South Korea. With China being the fasted growing market in the world, it was only natural that something like this would transpire. Levi's has long been a coveted brand that has largely been out of reach because it's been too expensive for most consumers in the Chinese market.
Denizen plans to target the young, middle class consumers who are quickly emerging as the prime target market in retail fashion. Denizen's price points won't be as high as the original Levi's brand has been. The label launched with a fashion show in Shanghai at The Waterhouse hotel. They didn't hire professional models but, instead used people who could identify with 'regular people'. The models included bloggers, musicians and friends of those involved with the campaign.
Denizen plans to target the young, middle class consumers who are quickly emerging as the prime target market in retail fashion. Denizen's price points won't be as high as the original Levi's brand has been. The label launched with a fashion show in Shanghai at The Waterhouse hotel. They didn't hire professional models but, instead used people who could identify with 'regular people'. The models included bloggers, musicians and friends of those involved with the campaign.
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| Jay Park for Levi's Denizen |
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| AP Photo |
Levi's Denizen
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