Levi's To Launch New Brand In China

Jeans brand Levi's (San Francisco) plans to launch a new global brand in China and other selected Asian markets this fall.  The company has not revealed the name of the brand, according to China Retail News, but says that it’s aimed at well-educated young shoppers between the ages of 18 and 28.

Tod Gimbel, senior director for the corporate business of Levi's Asia Pacific, says the new products are designed for the Chinese market and that the company plans to develop the new brand into one of its major labels.

The initial launch calls for 20 new stores under the new brand, eventually expanding to 1000 locations by 2015.