Levi Strauss & Co has zeroed in on Karnataka to test-market its mid-market brand, Denizen. The Indian arm of the global denim major has converted 20 stores of its entry-level brand, Levi Strauss Signature, into Denizen, and has roped in Bollywood star Imran Khan as its brand ambassador. If the pilot proves successful, Signature could be withdrawn to pave way for Denizen merchandise priced between Rs 799 and Rs 1,399. Arrival of the high-end denim in the Indian market with plan for store expansion is a good news for signage companies dealing in in-store segment.
