Bangkok--4 Aug--JWT Public Relations The world’s iconic jeanswear brand Levi’s reaffirms its market leading position with a global launch of integrated campaign titled ‘Live Unbuttoned’ in 110 markets, urging consumers to embrace the ‘Live Unbuttoned’ attitude uninhibited and undeterred with introduction of updated 501(R) jeans. The new collection combines the authenticity of the best-loved straight leg, button-fly jeans with new fit in a selection that comprises 8 color tones in Original design, a Commercial variant, and a Limited Edition that hits Thai stores in limited number of 600 pairs. Targeting the ‘young generation’, the campaign is expected to top up the above-target achievement in the first half of this year and contribute strongly to this year’s projected double digit sales growth. Mr. Kevin Corning, General Manager of Fashion Apparel Division at Diethelm Limited, the Thai distributor for Levi’s(R) jeans, says, “Thailand’s jeans market has over the years witnessed extremely high competition, noticeable from the attempts to offer innovative fabrics and unique designs along with roll-out of promotional campaigns aimed at capturing the demand of all target groups. Today’s customer behavior has changed, however, and most customers will likely opt for novel design and affordable prices. Over the course of more than 130 years in the history of Levi’s(R), we have always strived to meet the preferences of our target groups with jeans that are contemporary, focusing on design updates of our collections without sacrificing the heritage and authenticity of the brand. In 2008, we emphasize on strengthening our range of product offerings in all categories, including jeans, apparel, and accessories. In addition, Levi’s(R) Shops and outlets nationwide will also be given a refresh.” As for the performance of Levi’s(R) in the first half of this year, the brand has enjoyed a very positive response and consequently achieved its projected sales growths. This great result is partly attributed to the three strengths of Levi’s?: the brand that is well recognized among customers of all ages and genders; the products that integrate innovative design and fabrics, as well as latest cutting and finishing technologies; and the distribution strategy that embraces both the channels of ‘shop-in-shop’ and outlet stores with presence in more than 121 locations nationwide. Mr. Ponsinh Boutkaska, Marketing Manager of Fashion Apparel Division at Diethelm Limited, adds about the latest move of Levi’s(R) in the second half of the year, saying, “Levi’s(R) is set to pump up the excitement of jeans devotees with a global integrated campaign ‘Levi’s(R) 501(R): Live Unbuttoned’ that will redefine the how jeans will be worn — a new challenge of self expression and added dose of sex appeal. Targeting the ‘young generation’ aged 18-25 and the ‘young at heart’ target groups, the campaign utilizes the act of ‘unbuttoning’ Levi’s(R) 501(R) jeans as a symbol of personal expression and revelation.” “The campaign is kicked off globally alongside with the launch of the ‘Levi’s(R) 501(R): Live Unbuttoned’ collection, featuring updated contemporary fit that includes clever pattern work while retaining the unique ‘anti-fit’ feature. Combined with the use of exclusive denim fabric, the new fit gives a straighter waistline that sits lower on the hip and will mould to the contours of the body, skimming the backside, thighs and calves to create a unique, one-of-a-kind silhouette and fit that rivals a bespoke quality. Tipped to set a new fashion trend of leaving the uppermost button of jeans unbuttoned, the new Levi’s(R) 501(R) collection is available in a range of 10 choices — 8 color tones in Original design, a Commercial variant, and a Limited Edition that is imported in limited number of only 600 pairs.” About 20% of the marketing budget set aside for the entire year will be allocated for marketing activities, both above- and below-the-line, under this campaign. To enliven the ambience and attract more of the target customers into Levi’s(R) Shops, a special focus will be given to activities at all Levi’s(R) Shops nationwide. In addition, CRM strategy will also be employed among more than 50,000 members of the ‘Levi’s(R) -aholic’ community to encourage participation in activities to be held for exchange of news, information, trends, and updates about the new collection and other ranges of Levi’s(R) jeans. Mrs. Narisara Bamroongchati-udom, Senior Executive Department Manager of Fashion Apparel Division, reveals about sale promotions and changes to be seen at Levi’s(R) Shops, “All the 121 shops has been given a new impression that reflects the ‘Levi’s(R) 501(R): Live Unbuttoned’ theme. The changes include new window display and decoration, staff training about ‘unbuttoning’, and in-store playback of the 4 ‘Live Unbuttoned’ TV commercials. In addition, a will be set aside will be given to point-of-sale promotion at Levi’s(R) Shops for maximized satisfaction of the customers.” The goals of Levi’s(R) for this year are to its keep pace as the jeanswear brand with the largest share in the market and strengthen its brand image as the timeless jeans icon through creation of innovative design, fabrics, and latest technologies in cutting and finishing to befit all groups of customers. With the roll-out of ‘Levi’s(R) 501(R): Live Unbuttoned’ campaign, the company is sure to reach its double digit sales growth target. For further information, please contact JWT Public Relations, JWT Thailand Khun Prasit Kritsadaariyachon (Bob), T: 0-2204-8216, 081-586-2813 Khun Porntip Wiriyakitpattana (Bee), T: 0-2204-8210 or 086-813-1981