The mighty American blue jeans, once a potent symbol of what was right about the US and wrong about communism, has come cap in hand in China to woo Asian consumers.
Levi Strauss, icon of the US jeans culture, yesterday launched its new global brand, Denizen, in Shanghai. With echoes of the words denim, citizen and netizen, the five-pocket jeans are aimed at 18-29 year olds in emerging markets.
Levi joins a growing number of western companies taking extra steps to court Asian consumers by tailoring their brands for those markets.
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