Levi's debuts Denizen brand in Shanghai The Marketing Association Of Australia And New Zealand

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Levi's debuts Denizen brand in Shanghai

Levi’s has unveiled its widely anticipated new made-for-China brand Denizen in Shanghai yesterday, its first-ever product launched outside of the US.

The brand name is a combination of the words ‘denim’ and ‘zen’. Levi's SVP and Denizen head Terence Tsang said it is the first product ever launched outside of America in the brand's 137-year history.

Denizen targets the lucrative middle-class consumer group between the ages of 18 and 28 in Asia. The product range, which includes jeans, tops and accessories, retails for US$40 to US$60.

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