Oct 22, 2004

Branding: Levi's joins women's 'dress' jeans market

SINGAPORE: Levi's has launched a new female-oriented range, supported by an integrated advertising and PR campaign.

The Levi's Lady Style sub-brand is targeted at fashion-conscious Asian females. According to research conducted by Levi's, the 15 to 24 year-old demographic is increasingly buying and wearing jeans for smarter occasions.

We recognised that there is a huge opportunity in women's jeans for women who want to feel sexy, said Levi Strauss Asia-Pacific director of brand strategic planning, Bibi Choa. The jeans that you wear on Saturday are not the same ones you wear on Saturday night. ...

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