Levi Strauss evolves Signature into Denizen

Keeping its new generation youth TG in mind, Levi Strauss & Co has replaced its brand Signature with a new brand called Denizen. This is the first brand in the history of Levis that has not been launched in the US.

e4m by Shubhangi Mehta
Updated: May 18, 2011 7:10 AM
Levi Strauss evolves Signature into Denizen

Levi Strauss & Co has launched its new brand Denizen replacing its successful brand Signature. Denizen is next in the evolution of Signature, be it in terms of product, retail or marketing. It aims to deliver to a growing consumer aspiration, which is increasingly reflecting global trends. The new brand will also strengthen the position of Levi Strauss & Co in the mass jeanswear category, and it is also the only brand under the Levis masthead that has not been launched in the US.
On the launch of the new brand, Sanjay Purohit, Managing Director, Levi Strauss India Pvt, said, “Denizen is a new global brand targeted at the new generation. Its target audience is 18-28 years, male and female. It taps into the deep jeanswear expertise of Levi Strauss & Co to craft perfect-fitting jeans for the new generation of consumers. It provides them with the best jeanswear for that price. Our brand personality is inspiring and inclusive. It is one of the very few international jeanswear brands to operate in the mass jeanswear segment and available across India, across some250 exclusive brand stores and over 2,000 multi-brand outlets.”
With Madison as their media agency and JWT as the creative agency Levi Strauss has also launched a new TVC on the same, featuring actor Imran Khan as their brand ambassador for Denizen.
Apart from the objective of transitioning Signature consumers to Denizen in India, the move will also seek to bring in new consumers. For this, a multi-pronged communications strategy approach is being used, and a key pillar is mass media television advertising, which will break soon. Another pillar is retail in-store advertising, followed by investments in digital and outdoor. Brand ambassador Imran Khan will feature in all these communications.
Though the marketing spends have not been disclosed yet, the company aims to spend whatever is needed in marketing to ensure that their brand value is communicated in alignment with their brand and corporate strategy.

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