The mighty American blue jeans, once a potent symbol of what was right about the US and wrong about communism, has come cap in hand in China to woo Asian consumers.
Levi Strauss, icon of the US jeans culture, yesterday launched its new global brand, Denizen, in Shanghai. With echoes of the words denim, citizen and netizen, the five-pocket jeans are aimed at 18-29 year olds in emerging markets.
Levi joins a growing number of western companies taking extra steps to court Asian consumers by tailoring their brands for those markets.
您已閱讀28%（532字），剩餘72%（1345字）包含更多重要資訊，訂閱以繼續探索完整內容，並享受更多專屬服務。