Lower Priced Levis

Levi’s is launching a new brand at a slightly lower price than the traditional Levi’s for the China market. Jeans will retail at around $50.


They plan to expand the number of stores in China from 20 to 1,000 by 2015. More and more mid-market brands are expanding in the market and launching a lower priced brand is a good way to expand reach beyond the first-tier cities to the huge untapped markets of the hinterland.
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By: Yu Wu (吴俣)

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