The apparels sector in Singapore's retail industry is highly fragmented and competition is intense. Just a 1 year old brand, how does dENiZEN position itself against its competitors? What sets dENiZEN apart from other retailers you see in Singapore today?
Wondering what a Simple Dance can do? Well, dENiZEN's brand endorser - Jay Park can show you how! In just a few weeks or even days, it has blown up to be the dance craze sweeping across YouTube. Crazy Fans had launched a Flash Mob in Korea and everyone was dancing, putting on a mask of Jay Park.
DD dance video by Jay Park to encourage youths to dance together with him - the dENiZEN dance!
How confident are you to walk down the runway, putting on your favorite clothes? Check this video out to find out how you can start walking with confidence at dENiZEN!
Disco Walk, Bring-it-On Walk, Superstar Walk, Beauty Queen Walk...etc...
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.
dENiZEN represents an inhabitant, citizen or occupant that belongs to a community of friends and family. The brand name dENiZEN echoes of the words denim, citizen and netizen.
dENiZEN was created by Levi Strauss & Co. catering to the new generation with an international perspective. Currently, the brand has established its presence in many Asian countries such as Hong Kong, China, Singapore and Korea. Eventually, dENiZEN will cover Latin America and other nations.
dENiZEN symbolizes youth, having a forward-thinking mentality, making a difference and celebrating life. The dENiZEN brand offers great fitting, quality jeanswear for a new generation of upwardly mobile youth at affordable prices. The Denizen collection’s embodies a modern focus and well-craftsmanship that has made Levi Strauss & Co. famous around the world, highlighting great quality jeans that are fit for everybody. dENiZEN will be both Inspiring and Inclusive as she seeks to offer the new generation what they are looking for – stylish, well-made, affordable and comfortable clothes from a company they trust.
From the below two videos, we can see Denizen using Imran Khan and Jay Park as celebrity endorser in the Indian and Asian market respectively. They use influential celebrities who are very well received by the target market to add more appeal and strength to their advertising campaigns.
In partnership with JWT and XM-Asia, the dENiZEN™ brand, have released a digitally driven, fully integrated global Spring/Summer 2011 marketing campaign - The "Fit Out, Start Up". The purpose of this campaign is to inspire young dENiZEN™ consumers to pursue their passions and make a difference in their communities - in their great fitting dENiZEN™ jeanswear.
JWT Hong Kong and Shanghai, as well as XM-Asia, combined forces to create this fully integrated campaign consisting of film, digital, print, outdoor, in-store and website.
Other Promotional Campaigns
To represent this new generation of consumers who inspired the development of the dENiZEN™ brand, Levi’s is also introducing dENiZEN™10, an innovative and unique pan-Asian social media project involving real people with unique personalities and individual voices.
The dENiZEN™ brand selected ten individuals from across the region –China, Hong Kong, Singapore, Korea and India - to capture the mood of “Asia Rising”. These ten people represent the spirit of the dENiZEN™ brand. They are optimistic global citizens passionately pursuing their dreams. The dENiZEN™10 will spend 100 days sharing their experiences and response to the new brand on social media channels – as well as their thoughts on various life themes that speak to the new generation.
To inspire youths to take charge of their lives and make a difference to the world, dENIZEN launched a marketing campaign called START UPS via social media platforms. This campaign seeks to encourage youths to express themselves by transforming thoughts into actions. They simply just need to either film or take photos of the project’s process followed by a write up on how creative their idea is. The winner will be judge based on their creativity and how it incorporates Denizen’s values.
This blog is created by the team to present our learnings from MKTG 217 - Strategic Brand Management by building our brand : Denizen. The blog will consists of many graphical illustrations of the concepts learnt in class to bring across our ideals and analysis.
We hope you enjoy our blog and follow us for more updates!
Wondering what a Simple Dance can do? Well, dENiZEN's brand endorser - Jay Park can show you how! In just a few weeks or even days, it has blown up to be the dance craze sweeping across YouTube. Crazy Fans had launched a Flash Mob in Korea and everyone was dancing, putting on a mask of Jay Park.
