Levi’s introduceert dit najaar een nieuw wereldwijd merk in China en omliggende landen. Het merk is ontworpen voor de snel groeiende markt van de opwaarts mobiele, jonge consumenten. De doelgroep waar ze zich op richten zijn de jong volwassenen tussen de 18 en 28 jaar die er graag fashionable uit willen zien maar die geen kleding uit het hoogste segment van de markt kunnen betalen. Voor een Levi’s broek betaal je nu in China ongeveer € 120,-. Dit willen ze reduceren naar een retailprijs van € 50,-. De denimgigant wil met het nieuwe merk, of deze een andere naam gaat krijgen is nog niet bekend, van 20 winkels groeien naar 1000 winkels in 2015. Klik op ‘lees verder’ om het originele artikel te lezen.

Onderstaand artikel komt van Hypebeast

Classic Americana purveyor Levi Strauss & Co. is heralding the arrival of the young mainstream Chinese consumer by launching a new brand this summer in China — its first unveiled on foreign soil.

Befitting the new label’s vast home turf, the San Francisco-based denim company has ambitious plans to grow the line’s store base in China to 1,000 by 2015 from 20 this year. Levi Strauss wouldn’t disclose the name of the brand, which is likely to be priced slightly below traditional Levi’s and is being called Standard internally, but revealed it would be in English and make its Levi’s pedigree apparent.

“Although we are focused on China, our hope is that this brand will become one of our big brands,” said Tod Gimbel, senior director of corporate affairs at Levi Strauss’ Asia-Pacific division.

The denim giant joins Hermès International in the push to develop a brand for China. The luxury firm has taken a majority stake in Shanghai-based Shang Xia, which is creating, manufacturing and will sell a collection of clothing, accessories, furniture and other lifestyle products using Chinese raw materials and artisanal know-how. The first Shang Xia store is to open this year in Shanghai.

Levi Strauss’ goal is to develop the new brand’s store base with an even balance of franchised units and company-owned units. The stores are expected to average about 1,000 square feet, which is similar in size to existing Levi’s stores in China. Shop-in-shops within department stores will showcase the brand, as well.

Like Levi’s other stores in China, the new brand’s shops will offer a “top-to-bottom experience,” Gimbel said, with an array of merchandise for men and women. The denim will feature Levi’s signature five-pocket design, but will have a “distinct style and flair,” he said. “There will still be that Levi Strauss & Co. authentic denim craftsmanship, but it will have its unique identity.”

Levi Strauss has been among the most successful American apparel brands in China, though it had a rocky beginning in the country. In 1993, the company halted manufacturing in China because of human rights concerns. Production resumed five years later and Levi’s stores launched about 10 years ago. Now, Levi’s has 620 branded retail locations in mainland China and boasts a considerable presence in the nation’s major bustling retail districts.

Door Wesley 18-04-2010, 14:44

Levi’s introduceert dit najaar een nieuw wereldwijd merk in China en omliggende landen. Het merk is ontworpen voor de snel groeiende markt van de opwaarts mobiele, jonge consumenten. De doelgroep waar ze zich op richten zijn de jong volwassenen tussen de 18 en 28 jaar die er graag fashionable uit willen zien maar die geen kleding uit het hoogste segment van de markt kunnen betalen. Voor een Levi’s broek betaal je nu in China ongeveer € 120,-. Dit willen ze reduceren naar een retailprijs van € 50,-. De denimgigant wil met het nieuwe merk, of deze een andere naam gaat krijgen is nog niet bekend, van 20 winkels groeien naar 1000 winkels in 2015. Klik op ‘lees verder’ om het originele artikel te lezen.

Onderstaand artikel komt van Hypebeast

Classic Americana purveyor Levi Strauss & Co. is heralding the arrival of the young mainstream Chinese consumer by launching a new brand this summer in China — its first unveiled on foreign soil.

Befitting the new label’s vast home turf, the San Francisco-based denim company has ambitious plans to grow the line’s store base in China to 1,000 by 2015 from 20 this year. Levi Strauss wouldn’t disclose the name of the brand, which is likely to be priced slightly below traditional Levi’s and is being called Standard internally, but revealed it would be in English and make its Levi’s pedigree apparent.

“Although we are focused on China, our hope is that this brand will become one of our big brands,” said Tod Gimbel, senior director of corporate affairs at Levi Strauss’ Asia-Pacific division.

The denim giant joins Hermès International in the push to develop a brand for China. The luxury firm has taken a majority stake in Shanghai-based Shang Xia, which is creating, manufacturing and will sell a collection of clothing, accessories, furniture and other lifestyle products using Chinese raw materials and artisanal know-how. The first Shang Xia store is to open this year in Shanghai.

Levi Strauss’ goal is to develop the new brand’s store base with an even balance of franchised units and company-owned units. The stores are expected to average about 1,000 square feet, which is similar in size to existing Levi’s stores in China. Shop-in-shops within department stores will showcase the brand, as well.

Like Levi’s other stores in China, the new brand’s shops will offer a “top-to-bottom experience,” Gimbel said, with an array of merchandise for men and women. The denim will feature Levi’s signature five-pocket design, but will have a “distinct style and flair,” he said. “There will still be that Levi Strauss & Co. authentic denim craftsmanship, but it will have its unique identity.”

Levi Strauss has been among the most successful American apparel brands in China, though it had a rocky beginning in the country. In 1993, the company halted manufacturing in China because of human rights concerns. Production resumed five years later and Levi’s stores launched about 10 years ago. Now, Levi’s has 620 branded retail locations in mainland China and boasts a considerable presence in the nation’s major bustling retail districts.

Door Wesley 18-04-2010, 14:44