Levi's to launch new global brand in China

According to online reports, Levi’s would not disclose the name of the brand but it is likely to be priced slightly below its current or traditional lines.

Tod Gimbel, senior director of corporate affairs at Levi Strauss’ Asia-Pacific division, was quoted as saying that although the new offering is focused on China, it would still become “one of our big brands”.

In a statement to Media, he added: "Levi Strauss & Co. is launching a new global brand in China and in other selected markets in Asia this Fall. The brand is designed to appeal to the rapidly growing market of upwardly mobile, youthful consumers. We’ll be targeting an educated 18-28 year-olds who covet fashionable jeans, but may not be able to afford jeans in the high end of the market. We will share additional details when they are available.”

The denim company is thought to have ambitious plans to grow the new line’s store base in China from 20 stores this year to a thousand by 2015.

Levi’s will be hoping to split the new brand’s store base evenly between franchised units and company-owned units while shop-in-shops within department stores will showcase the brand as well.

In late-February, the denim giant was believed to have called a media pitch in mainland China.