Denizen outfitting the youth segment

Levi Strauss & Co, the leading international premium jeans wear manufacturer best known for their brand Levi’s, has just launched a new brand -- Denizen. It aims to outfit a new generation of upwardly mobile youth, aged between 18 to 28 with

great fitting, quality jeans wear and other fashion essentials at affordable prices. Levi Strauss well-known for its denim heritage, strong citizenship and brand values unveiled the global Denizen brand to the world in August this year. It is the first global brand by the company to be debuted and headquartered in Asia. Denizen is now available in China, Singapore and South Korea, in addition to the Indian state of Karnataka.

“We launched Denizen to reach a new consumer. Denizen and Levi’s are two distinct brand proprieties with different product offerings targeted at two distinct consumer segments with different style and price expectations for their jeanswear. The Denizen brand offers great fitting and quality jeanswear and other fashion essentials for everyday wear at affordable prices starting at Rs 799,” says ATP Ramani, Business Head, Levi Strauss Signature.

The collection includes a variety of jeans, tops and accessories – for men and women – that outfit a dynamic, on-the-go lifestyle. The Denizen brand has a modern focus that takes everything you love about a classic pair of jeans and makes them relevant to trends right now. Rather than dictating the latest fashion, the Denizen collection offers an updated twist on classic essentials, encouraging consumers to create their own style and find their own voice.

Ramani adds, “We are introducing a full range of Denizen bottoms, tops and accessories for both men and women at the same time. And although we haven’t publicly announced store count estimates yet, we are continuously looking for additional growth opportunities with our stores typically ranging from 800-1,300 sq. ft.”

Although it’s still early on, the company seems pleased by consumer response so far and is confident that this new brand will create its own place in the mid-value segment of the Indian denim industry. It feels that the emerging young middle class consumer who are particularly prevalent in markets in Asia including India, will easily take to this brand that fits well, is stylish and affordable, and from a company they trust.

Denizen has been aptly named since it means “inhabitant”- living in a place, living on earth, just being. Denim is in the name and in heart of the Denizen brand. The company believes that the concept of “Denizen” has another meaningful definition – the idea of someone who frequents a particular place, of belonging to a community of friends and family.

The Denizen collection of jeans and casual essentials are available from fall 2010 in its own retail stores in China, Korea and Singapore. The Denizen brand in India is currently available in exclusive brand stores and multi brand outlets in Karnataka. The global headquarters for the Denizen brand is located in Hong Kong which makes it easier for the company to promote its products in India as well as Asia.