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Levi's marks Denizen launch with social media project

HONG KONG - Following the launch of Levi's made-for-China apparel brand Denizen in Shanghai this week, a group of ten bloggers has been recruited to represent the brand's target audience.

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Tod Gimbel, head of corporate affairs at Levi Strauss Asia-Pacific division, said Denizen10 is not part of the official marketing plan. The ten un-paid bloggers are meant to represents Denizen's target audience of young, middle class adults.

The group will operate in their own social networking spheres over a 100-day period, sharing their experiences and thoughts on a variety of issues. They have editorial freedom and are not linked to an official Denizen website.

"The plan is to try to get them together over the phone occasionally to suggest discussion topics around the targetted segments. Social themes could be families and things that inspire them. Besides that, we have agreed not to pose any controls on the bloggers," states Gimbel.

The Denizen10 consists of a group of unique young people from across the region. They are:
Photographer and blogger Brad Lau and musician Sara Wee from Singapore; novelist Bright and analyst Saurahb Seroo from India; journalist and fashion blogger Ditto Ding and journalist and soccer fanatic Yiqing Zhu from Shanghai; artist Yan Wei from Beijing; film and model Yinuo Wang from Shandong; graphic designer and shopaholic Stanley Sze from Hong Kong; and student and world traveller Ziggy Yoon from South Korea.

Gimbel adds that the target segment in China are living very different lives from that of their parents. They are receiving better education and knowledge of what is going on in the world. They are demanding affordable goods that are also high in quality.

"Denizen wants to provide a social media platform that speaks from grass-root level and represents the youth 24/7."

Levi Strauss & Co unveiled the widely anticipated Denizen product line in Shanghai yesterday, its first-ever product launched outside of the US.

The brand name is a combination of the words ‘denim’ and ‘zen’ and targets the lucrative middle-class consumer group between the ages of 18 and 28 in Asia. The product range, which includes jeans, tops and accessories, retails for US$40 to $60.

Read more from Campaign Asia Pacific

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