Levi's strives to tap Asian markets with new global brand

08/19/2010 | Yahoo!

Levi Strauss' new global brand "Denizen", which recently launched in China, is aimed at young consumers in Singapore, South Korea, China and other emerging markets. China's rising incomes are attracting a variety of global companies, including Hermes and Nissan. "In the last few years we [have] seen a new group of consumers. Many of them want stylish clothes but at accessible prices," said Aaron Boey, president for the Asia-Pacific division at Levi Strauss.

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