กรุงเทพฯ--16 ก.ย.--VERVE
Levi’s?, the original, definitive jean brand, turns a new page of women jeans by being the first in the market to launch the revolutionary “Levi’s? Curve ID” that celebrates the shape, not size, of women’s curvy figures. The company plans to allocate 20% of its total marketing budget for this new line which will feature “Sririta Jentzen” as the brand’s presenter. The company plans to tap into the new market area with more big and memorable events supported with a nationwide road-show in key cities with confidence to lead the industry with a minimum 40% market share by the yearend.
Mr. Kevin Corning, General Manager of Fashion Apparel Division at DKSH (Thailand) Limited, the distributor of Levi’s? jeanswear and apparel in Thailand, reveals that “The jeanswear industry has been facing a much tougher competition during the second half of the year with each leading brand touting new designs and product innovations supported with strong marketing schemes for each targeted customer group. All this has driven the growth of the Bt5-billion fashion jeans market up for 15% with Levi’s? still strongly leading the way with 40% share thanks to the brand’s strong marketing strategies and product developments that have successfully please all customers groups across the board.”
For the second half of the year, Levi’s? will continue its mission to offer jean lovers lively fashion lines for various lifestyles with new trendy designs and product innovations while expanding the existing customer bases with new distribution channels. Meanwhile, “Levi’s? 501?” still firmly remains the most sought-after iconic pair for male jeans that is still wildly popular among jeans lovers and Levi’s? fans. Meanwhile, Levi’s?’s new fashion lines of Levi’s? Indigo, Levi’s? Square Cut Colour and other designer lines by Levi’s? are famously popular among new generations of jeans lovers.
Most recently, the company plans to please women of all ages with its revolutionary new kind of jean that focuses on shape, and not size, of women’s curvy figures. The new “Levi’s? Curve ID” introduces the innovative fitting system that focuses on the curvy women body. There are 3 custom fits based on the difference between the measurement of a woman’s hip and seat, including Slight Curve, Demi Curve, and Bold Curve — that address to 80% of women’s universal shapes.
“From an extensive survey where we talked to more than 60,000 women about their jean preferences, 87% of them found finding a perfectly fit pair of jeans that tend to their curvy bodies is quite a task and 54% need to try at least 10 pairs of ‘jeans’ before they can find just one, if any, perfect pair that fits their curves.”
Mr. Ponsinh Boutkaska, Marketing Manager of DKSH (Thailand), Co., Ltd. the distributor of Levi’s? jeanswear and apparel in Thailand, says that “Levi’s? plans to allocate 20% of its whole marketing budget for the new “Levi’s? Curve ID” new system for custom fit jeans for women. The extensive marketing schemes will include all media communications, such as a billboard at Vipavadee Rangsit intersection, advertisement, fashion columns and magazine fashion product recommendations, that should expand the brand’s existing customer base to cover the mass. The company will also employ new interactive medias of social media network such as Facebook to create new ground of brand awareness and new channel for product penetration. Also, the company has agreed to cooperate with leading department stores to organize the“Levi’s? Curves ID : “We believe it’s about Shape, not Size” fashion shows and road-shows to convey the messages about women’s distinct ‘curves’ for each custom fit “Levi’s? Curve ID” and appropriate fitting measurement with ‘“Levi’s? Curve ID” experts to provide customers a real experience with the jeans that truly fit their body so they can feel confidence and sexy.
“Levi’s? Curve ID” is the one and only jeans developed to perfectly fit women’s curvy bodies. Because ‘Curve’ is not all about size, but more about every curvy details of women body for a perfect custom fit that brings a perfect sense of confidence and sexy. A pair of “Levi’s? Curve ID” is retailed at Bt 2,790.
“Also, to infiltrate well into targeted customer groups, Levi’s? has selected “Sririta Jentzen” an idol for women countrywide, to become the brand’s ambassador who is very much enjoying a new pair of jeans that flatters her curvy body like none other jeans has ever achieved before. Levi’s? will continue its strong foothold leading the global fashion arena with at least 40% market share in the Thai jeans market.
About Levi’s?
Levi’s? 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’s? 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’s? 501? and Red Tab lines and many more collectible jeans this year in order to celebrate the 60th anniversary of Levi’s? in Thailand.