The denim giant’s revenues in Asia-Pacific are increasing, but only marginally, up by three per cent in Q4 last year. Meanwhile, profits are showing signs of levelling off, up just US$2 million over last year, from $593 million to $595 million.
Shot in New York by photographer Vincent Peters, print work for the BBH-created campaign features models in different geometrical backgrounds to showcase the Lady Style skinny and wide-leg jeans. “The Lady Style campaign is all about revealing silhouettes and complementing sexiness,” said Agnes Tann, strategic brand planning director for Levi’s Asia-Pacific.
In addition, a Lady Style website has been created by OgilvyOne Singapore to showcase the full range of Levi’s women’s apparel.
Meanwhile, a campaign has been launched to promote Levi’s Copper Jeans, a new range with metal features and fittings.
Created by Hollywood 3D artist Meats Mier, print ads feature rivets and buttons inter-twined with copper wires to produce life-like metal sculptures to model the new range of jeans. “The production process was technically- challenging. It required a delicate balance between CGI, photography and digital imaging to get human-like metal sculptures that looked good in the jeans,” explained Eugenie Yeo, account director, BBH Asia-Pacific.
Levi’s has been focusing on diversifying its product range to keep up with an industry that increasingly favours niche denim products. The company reported global revenue growth of four per cent in 2007, to $4.4 billion.
John Anderson, Levi’s president and chief executive, was recently reported as saying: “In 2007, we continued to make good progress on growing the Levi’s brand around the world, upgrading our products, and expanding our retail network. Although the company had a challenging fourth quarter, we improved our financial strength.”
