Levi's Launches dENIZEN in China

JayPark.net

Capitalizing onChina's one-billion strong consumer base, Levi's is launching a new global concept line of denim calleddENIZEN next month.

According to a story in the New York Times, the unisex dENIZEN will be targeted to the broadly rising market of younger middle-class shoppers, and will include a rotating selection of denim jeans in more contemporary, reinvented takes on the classic Levis styles.

The new line will retail between roughly $40-$60 in the growing retail environment in Shanghai, and will subsequently expand toSingapore and South Korea (wildly popular South Korean pop star and actor Jay Park stars in the Korean ad campaign, promising healthy sales there). .

BY KELLY O'REILLY // 3 HOURS AGO
cr: nbcny