Levi's turns spotlight on women

Corporate affairs director Sharon Tan described the planned launch as part of the brand's new marketing thrust for women. The new product launch will follow the rollout of Levi's Girls Shop in Kuala Lumpur and Hong Kong in April and this month respectively.

"It's a totally new retail concept for us and will be rolled out in other markets later this year," said Tan.

Levi's has also put together a five-market travelling exhibition to mark its 150th anniversary this month.

The exhibition will travel first to Taiwan next month, Singapore in July and Thailand, Malaysia and the Philippines through to October.

Tan said rare vintage products from the label's San Francisco archives will be exhibited during the five-month event. "(The exhibition) will showcase the rich heritage of how the Levi's brand has been a part of our lives, from the 1800s to Woodstock to the 1980s and the millennium." Exhibits include letters detailing "amazing stories" about the strength of Levi's jeans, copies of 19th century catalogues, retail signage, print ads and television commercials. Levi's will also construct an interactive kiosk to enable visitors to walk their way through a virtual museum. Each market will also roll out local activities from music concerts to retail promotions and the sale of anniversary products.