Survey Results

Infographics content writeup

 This infographic highlights the key findings that we got from 65 respondents, consisting of 30 Males and 35 Females aged 18-28 which is the target group for Denizen.

Brand Awareness

Although 82% of our respondents are able to recognize Denizen as an apparel brand, only 12% are able to recall Denizen as a Jeans brand. This shows that Denizen does not have a top of the mind recall for majority of the target group.

Trial Rate

In the past six months, only 9% of our respondents purchased Denizen apparel.  This is despite of the strong marketing efforts carried out by Denizen during the past 6 months which includes the use of Jay Park, a famous Korean artist, as the brand endorser. Denizen does not seem to be part of the target group’s consideration set when purchasing apparel. This could largely be due to the intense competition in the Singapore retail landscape.

Brand Associations

For the remaining 18% of our respondents who do not know Denizen as an apparel brand, we showed them one of Denizen’s advertisments and asked them for their first impression of the brand. While the responses received varied, most of the associations still skewed towards the negative spectrum with comments such as “unappealing”, “low end” and “ordinary” surfacing.

Brand Logo

Our interview with Denizen’s marketing communications manager at Jay Gee (distributor of Denizen in Singapore) sheds some light on the meaning of the logo which was not explained on their webpage.

The logo symbolizes two hands coming together to form a brotherhood. The space in between the “hands” represents the opening of new opportunities for the aspiring youths.

Being a one year old brand, the brand logo was only launched not long ago and thus it comes as no surprise that 75% of our respondents are unable to recognize it as Denizen’s logo.

As such, Denizen has mostly been featured with the above than the logo, so as to gain more recognition and association with the Levis brand.