Levis Levis to Launch a New Global Brand in China

The famous denim brand Levi's will launch its new global brand for China and other selected Asian markets this fall - this is the first time that the brand has made its first appearance outside the US home market.

Famous cowboy brand Levi's

The famous denim brand Levi's will launch its new global brand for China and other selected Asian markets this fall - this is the first time that the brand has made its first appearance outside the US home market. Levi's did not disclose the name of the brand for the time being, but its pricing may be under its current or traditional series of clothing. The new brand will bring a new interpretation to the "sexy" that people wear. Levi's (Levis) brand concept of innovation comes from Europe, inspiration is replaced by the modern young people's pursuit of free life attitude, so as to design a fashion cowboy series.

Levi's did not disclose the name of the brand for the time being, but its pricing may be under its current or traditional series of clothing. According to Tod Gimbel, senior director of corporate affairs at Li Wei Strauss Asia Pacific, although Levi's new products are aimed at the Chinese market, it will still be one of our big brands.

In a statement to the media, Tod Gimbel added: “Levis will be launching a new global brand for China and other selected Asian markets this fall. The brand is designed to attract fast-growing growth that is on the rise. Designed for a young consumer market, we position the market as a young, 18 to 28-year-old youngster who seeks fashion denim apparel, but they may not be able to afford jeans in the high-end market.We will share with them after the brand launch. More details."

The jeanswear company has ambitious plans to grow from 20 new series of apparel shops opened in China to one thousand in 2015. Levi's plans to evenly distribute new brand shops as franchised stores and company-owned stores, while stores in department stores will also showcase the brand.