Being Symbol of American Culture, Levi Strauss Jeans recently launched a New Global brand Denizen in Shanghai
Strong U.S. jeans were once regarded as the powerful symbol showing that U.S. is right while communism is wrong, and today it is performed respectfully in China to attract Asian consumers. Being symbol of American culture, Levi Strauss jeans recently launched a new global brand Denizen in Shanghai. Denizen is the English denim twill, the combination of citizens and users, this five trouser pocket of jeans for the emerging market of 18 to 29 sales people. And a growing number of Western companies, Levi Strauss is taking more measures to cater to the Asian market their brands to attract Asian consumers. The new brand director Terence Tsang said that this was the first time Levi Strauss outside the United States released a new global brand. Denizen will initially be for China, Singapore, India, South Korea and, ultimately, consumers. The U.S. Company said it plans to fit aspects of competition, which often is the U.S. consumer to buy one of jeans. China Market Research Group (China Market Research Group) in Shanghai mine hill (Shaun Rein), said: "Chinese consumers have complained that (relative to the average American jeans) narrow their hip, hip little short legs.”Price from 200 to 300 U.S. dollars in China between the jeans have a profitable niche market, but the basic jeans Levi classic performance is less good. Retail analysts said, Levi’s jeans in terms of pricing on low-cost leisure too, they are too low for luxury goods. The new jeans series set in the low price to attract new consumers frugal. Priced at between 40-60 U.S. dollars, which is 10-15 percent higher than the local rivals, but half the cost better than Levi’s jeans in China now. Chinese consumers not only like luxury brands, also love a bargain. Analysts said that, between the areas between cheap and luxury retailers might be difficult to grasp the West. McKinsey (McKinsey) Consultant An Hongyu (Yuval Atsmon) said: "Chinese consumers affected by the big brands remain the world’s largest, but their actual brand choice is driven more by value."