Brand Positioning

dENiZEN™ has the brand personality filled with vibrancy, energy that resonates with the young adults. Target market for dENiZEN™ would be youths and young adults, age 15 to 28,middle-class consumers as inferred by the price of the range of apparels offered by dENiZEN.

In Singapore, dENiZEN™ is competing with Regional and International Brands under the Apparels Sector in the Retail Industry. There are currently 18 stores in Singapore, mainly located in Heartland Malls and major Shopping Centers.

We have chosen 2 important attributes – Price & Quality of Apparels (Jeans in particular) to illustrate the competitive business environment that dENiZEN.

dENiZEN has its relationship with Levi’s – a jeans specialty, and Denim is in the name, the heart of the brand dENiZEN. As such, the quality of the jeans produced by dENiZEN has relatively high quality compared to its competitors in the existing market. The price set by dENiZEN is thus justifiable and most often, price bundling technique is used as a promotional tool to attract customers.

Points of Parity & Points of Difference

Denizen's Point of Parity with its competitors include the common target market of the youths and the message of  'Value for money' supported by the presence of an international brand to market itself.

However, being a Jeans specialty and leveraging strongly on youth trends and social media, Denizen's points of difference may well be the key unique selling point and competitive edge over its competitors.

Brand Associations

Our group has decided to use TagCloud as an alternative way to represent the associative maps of the brand 'dENiZEN'.

We feel that this will be an innovative way of portraying the brand associations and we are going to explain how it works.

TagCloud shows the strength of the relationship between the keywords associated to dENiZEN. The stronger the links, the higher the frequency of the keywords will be generated and thus, the larger the word will appear.

The following Tag Cloud was created based on searches on Google for Levis Denizen . The words appearing on the tag cloud represent the associated keywords tagged to 'Levis Denizen' on the World Wide Web.

It is interesting to see certain keywords appearing such as "India, Mexico Korea and China" as they are actually the new markets that Denizen is going into. Other keywords with stronger links such as "new, Asian, fit, jeans" comes to show how often Denizen is reiterating its unique selling point of introducing their new Asian fit Jeans via the internet.

By observing the tag clouds on "Levis Denizen", it actually provides us with a better overview of how the brand is being perceived and marketed generally across the internet.

Brand History

The history of dENiZEN could be traced back to more than a century ago from its parent brand - Levi's as illustrated in this timeline below.

1829

Levi Strauss is born in Buttenheim, Bavaria.

1866

LS&CO.’s first headquarters was located at 14-16 Battery Street, where they remain for 40 years.

1872

Jacob Davis wrote to Levi, sharing the process he invented to rivet thepocket corners on men’s pants and decides to patent it. They started making copper-riveted “waist overalls” (the old name for jeans) in San Francisco.

1982
The company registers the word Levi’s® as a trademark.

1930s

Levis’ adopted the rugged individualism image by adopting cowboys with the famous 501® waist overalls in advertisements.

“Lady Levi’s®” was born, the company’s first blue jean for women.

1965
Established Levis Strauss International and expands its operations into Europe and Asia.

2003
LS&CO. celebrates the 150th anniversary of the company.

Levi Strauss Signature was launched, offering high-quality, fashionable jeans at affordable prices.

2010
dENiZEN™ was born! For the new generation who loves dressing up in fashionable and well-crafted jeans.

Customer-Based Brand Equity