Levi’s®, the world’s iconic jeanswear brand, highlights the “Levi’s®501®” product lineup which accounts for 20% of the whole Levi’s business in Thailand. With the introduction of the ground-breaking roadshow campaign“Levi’s®501® Man Search – Bring Back The Man” across the country, the brand aims at finding the next Levi’s®501® presenters.
According to Mr. Ponsinh Boutkaska, Executive Department Manager (Marketing) of Fashion Apparel Division at DKSH (Thailand) Limited, the Thai distributor of Levi’s® jeanswear, “Levi’s® holds a 40% share of the men’s jeans market in Thailand. Our success comes from the continuous improvement to the pattern and designs as well as the introduction of new innovative collections throughout the years.”
Mr. Ponsinh continues that “Teenagers between the age of 18-30 years are the main target of this Levi’s®501® campaign. The brand plans to penetrate this target group by launching the roadshow campaign “Levi’s®501® Man Search – Bring Back The Man” across the country. Our aim for this campaign is to find men from each region that best fit the character of Levi’s®501® jeans as being cool and confident. We also want to communicate to younger customers with this campaign. The contest will take place in different regions of Thailand including: the south at Robinson Department Store Hadyai, the northeast at Central Plaza Khonkaen, the north at Central Plaza Chiangmai Airport and Bangkok and its surrounding areas at Future Park Rangsit. The winners of each region will be on the cover of leading magazines such as Image and Men’s Health as well as be the official presenter for 501® jeans throughout the year.”
To create awareness of the “Levi’s® Man Search – Bring Back The Man” campaign, Levi’s® will use social network websites like Facebook and all 135 Levi’s® stores as the main media channel.
Levi’s®501®. This iconic jeans uses the anti fit system where the jeans conforms to the wearers body as it is worn over and over again. The collection is available at the price of Bt2,090 -2,990.
