Bangkok--1 Sep--Verve
Supported by a marketing campaign targeting women in major cities
World’s fashion jeans icon Levi’s today introduced ‘Expert Fit’, a new collection of jeans for full-figured women with complete range of sizes from S to XL. Highlighting celebrated singer Pamela Bowden as product presenter, mini-concerts will be held in major cities to promote the new collection and capture women’s purchasing power in a bid to expand the brand’s women customer base by 10%.
Mr. Ponsinh Boutkaska, Marketing Manager of Fashion Apparel Division at Diethelm Limited, the Thai distributor of Levi’s jeanswear, reveals that Levi’s will this year give increased emphasis on expansion of its women customer base in Thailand through a communications strategy that will strengthen the Levi’s brand image as the iconic jeans for women. The jeans business is currently contributed 50% by men’s jeans and 50% by women’s jeans.
“The ‘Expert Fit’ collection livens up women’s jeanswear and compliments women’s lifestyle with jeans that let them have more fun with fashion. Featuring added design finesse, new colors, perfect cut and shaping, and nice fabric construction, the collection is deemed a perfect match for full-figured women. The jeans are made of fine denim fabric and have higher rise, stay lean through the thigh and widen to a boot cut to give a flattering silhouette and great comfort for all movement. They are available in full range of sizes and is priced between 1,690 and 1,890 baht,” he says.
According to Mr. Ponsinh, Levi’s has engaged Pamela Bowden as the presenter of ‘Expert Fit’ collection to introduce the special features of the jeans. Under this marketing communications campaign, the company has partnered with leading department stores in major provincial cities; namely, Chiang Mai, Khon Kaen, Nakhon Ratchasima, Ubon Ratchathani, Ratchaburi, and Nakhon Si Thammarat, as venue for Pamela Bowden’s mini concerts. Night concerts will also be organized in collaboration with top entertainment venues in these cities to introduce her as the presenter, and also a new song written exclusively for this Levi’s collection. In addition, 130 brand shops and retail outlets of Levi’s will be utilized as the public relations channel, along with a CRM strategy to inform Levi’s members about the new collection and campaign activities through website www.levismagazine.com.
“We feel confident that the integrated marketing campaign launched for ‘Expert Fit’ collection will strengthen the awareness of Levi’s brand among its women target group by enlivening their jeanswear fashion and reinforcing the brand image as the world’s iconic fashion jeans, in addition to our expectation for growth of the women customer base,” Mr. Ponsinh concludes.
About The Levi’s Brand
Invented in 1873 by Levi Strauss & Co., Levi’s Jeans are the original, authentic jeans. The Levi’s brand offers the widest range of great fitting jeans on the market and are the most widely recognized and often imitated products in the history of apparel. Levi’s Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world.
For further information, please contact Verve Public Relations Consultancy:
Prasit Kritsadaariyachon (Bob), Tel: 0-2204-8216
Pannarai Thaweechotkitcharoen (Ar), Tel: 0-2204-8212