The special edition jean will be launched along with a below-the-line retail campaign and will be available in China, Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam.
“Every year, we come up with limited or special edition of the 501 jeans and we use primarily retail communications to generate buzz and drive consumers to act in-store,” according to a Levi’s spokesperson.
“Every year, we come up with limited or special edition of the 501 jeans and we use primarily retail communications to generate buzz and drive consumers to act in-store,” according to a Levi’s spokesperson.
“This year we’re launching the special edition jean that’s a contemporary update of the 1947 fit and made from 100 per cent organic cotton which doesn’t use pesticide,” added Agnes Tann, strategic brand planning director for the Levi’s® brand.
