Penetration and Expansion

The first dENiZEN store opened in August 2010 at the high-end Jiu Guang Sogo Department Store on West Nanjing Road, a shopping hub in Shanghai. It later expanded to other parts of China, South Korea, India and Singapore. Finally, starting this year, dENiZEN brand jeanswear will be sold by retailers in Pakistan, USA and Mexico too. dENiZEN products are distributed through franchised stores in Asia Pacific.

dENiZEN's strategy in Asia Pacific is to reach consumers in the emerging middle class in developing markets who seek high-quality jeanswear and other fashion essentials at affordable prices. The product collection — including a variety of jeans, tops and accessories — complements active lifestyles and empowers consumers to express their aspirations,individuality and attitudes.


Segmentation, Targeting and Positioning

dENiZEN's 4Ps brand strategy