An integrated campaign has begun rolling out to distinguish the brand, which officially launched last week through a flagship store in VivoCity, from its premium sister brands, Levi’s and Dockers. Targeting value-seeking consumers over the age of 20, the Signature label aims to foster brand loyalty in the relatively untapped market of non-premium denim consumers.
“There are many premium and super-premium brands in Singapore, but not many which offer quality jeanswear to value-conscious consumers,” said Raju VRM, VP of Levi’s Signature Asia-Pacific. “The brand is built on optimism. It’s approachable, friendly and fun. This is juxtaposed against Levi’s, which is about setting trends and originality.”
The ad campaign, developed by Tool Communication, leverages Signature’s new regional brand ambassador, Korean celebrity Song Seung Hoen. Executions include print, ambient, below-the-line and PR.
Retail marketing will also play a significant role in the Asian rollout. “Unlike the US, where we launched through Wal-Mart, you don’t have mass merchants in Asia. There are shops like Carrefour, but that’s mostly for food and white goods, not clothing,” said VRM. “So, by default, the market (for a mass clothing brand) exists, but the channel isn’t the same as elsewhere.
“That’s why the store is so important. It’s the first impression people have of our brand.” Apart from the concept store in VivoCity, at least seven more local distribution points — chiefly in department stores — are expected by the end of this year. Pakistan is the next stop for the brand. Signature is already available in Japan, Taiwan, Korea and India, and according to VRM, will roll out in almost every market in Asia over the next three years.
Signature first launched in the US in 2003, and leverages Levi Strauss’ heritage of craftsmanship at a significantly lower price point than its sister brands, added VRM. In Singapore, Signature jeans go for about S$65 (US$43) compared to Levi’s jeans, which are priced above $90.
Globally, Levi-Strauss ended its first quarter of the year with a seven per cent increase in sales, attributed to growth in its premium brands and high-growth markets.
