Retailing, Franchising, and Consumerism Business Intelligence in China

Levi's To Launch New Global Brand In China

The jeans brand Levi's has announced plans to launch a new global brand in China and other selected Asian markets in the autumn of 2010 and this is reportedly the first time that the brand is to be launched in markets outside America.

The company has not revealed the name of the brand, but said the prices of the new products may be lower than its existing products.

According to Tod Gimbel, the senior director for the corporate business of Levi's Asia Pacific, though the new products are designed for the Chinese market, they will also develop the new brand into one of its major brands. He added that the new brand targets well-educated young people between 18 and 28.

Levi's plans to open about 20 new stores under the new brand and will increase the number to 1,000 by 2015.

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