Bangkok--22 Jan--Verve Public Relations Consultancy
World’s iconic fashion jeans Levi’s? goes online to promote its brand, plus opting the attractive ‘Multi-Action Window Display’ to beef up its creative stance. Also, to attract more fashion-conscious wearers, the legendary jeans maker is now introducing the new Levi’s? Indigo iconic line with strong design accents and a grand ‘Indigo Modern Original’ event to gross at least 10% growth this year.
Mr. Kevin Corning, General Manager of Fashion Apparel Division at DKSH (Thailand) Limited, the Thai distributor of Levi’s? jeanswear, says that in the past years, the Thai fashion apparel and jeans wear had walked a high competitive path and Levi’s? has stayed active in the market through series of new promotions and product launches. With a strong presence in stylish teen jeans, Levi’s? managed to reap more than 10% growth in this segment last year which accounts to a whopping 40% in the company’s total sales.
“To further strengthening our branding stance, our maketing strategies this year will concentrate on attracting teens and young generations aged 18-25. We will introduce new jeans lines that fit their demands of outstanding and edgy designs. Plus, we will opt the online social networks such as Facebook, Hi5, Twitter, MSN Lives, as the tool to communicate well with them. However, we will not disregard the strong pool of Levi’s?’s existing customer base consisting of more than 50,000 members, top teen websites and mobile marketing tools with “Mobile Social Network” applications on IPhone and Blackberry, covering all AIS, DTAC and True networks.”
Levi’s? now has 135 shops in Thailand, including 106 Shop-in-Shops in department stores and 29 standalones. To attract more customers, the company will apply the new multi-action techniques to the existing window displays to make more flowing movements into the shops. The first 5 shops that will be redesigned include Levi’s? Mega Store at Central World, Levi’s? Shop at Central Ladprao, Central Bangna, Central Chang Wattana, and Siam Center. Along with the new look, Levi’s? will be more available on the road shows that will directly introduce the new product lines to the targeted customer groups in big cities such as Chiang Mai, Khon Khaen, Hadyai, Phuket and Nakhon Ratchasima. This should help expanding the ratios of customers in Bangkok and upcountry to 50:50 from the current 60:40 of Bangkok & Pattaya and the provinces.
Mr. Ponsinh Boutkaska, Marketing Manager of Fashion Apparel Division at Diethelm Limited, the distributor of Levi? jeanswear and apparel in Thailand, says that in the first quarter of this year, the company plans to launch the new Levi’s? Indigo through the ‘Indigo Modern Originals’ activity. Designed to keep with the ‘Modern Originals’ styles, the Indigo jeans combines the simplicity of authentic denim wears with retro accents of the 1910 jeans designs with triangular waist labels, new belt loops, and the classic Levi’s? Two Horse on new white-and-blue patch, blue and silver buttons and rivets with triangular embossing, and authentic guarantee of removable stickers with collection-specific graphic with distinctive yellow and blue inner seams — all uniquely coherent with the Levi’s? brand.”
“And to outreach to the targeted groups, Levi’s? has chosen ‘Tony Rakkaen’ and ‘Ploy Horwang’ as the new presenters who, as the teen idols, well represent the distinguished ‘original’ looks of the jeans. The company plans to spend about 10% of the marketing budget to create the brand awareness among the targeted through the fun and colourful perceptions which reiterates Levi’s? as the real iconic fashion jeans of the world. We are quite confident that with these strategies, we will be able to boost the sales growth for another 10% this year.”
In 2009, the Thai jeans market enjoyed a value growth of about Bt500 million to Bt5 billion with Levi’s? taking solid market share of 40%.
About Levi?
Levi? jeans was first created in 1873 by Levi Strauss & Co. and soon after their signature blue denim apparel quickly became the world-class fashion that acquired an unsurpassable global success and worldwide presence. The brand Levi? is one of the best loved brands in the fashion history and it has become the icon for denim fashion with the oldest denim classics such as Levi? 501? and Red Tab lines and many more collectible and vintage jeans. Levi’s? is now celebrating its 60th anniversary in Thailand.
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