Levi Strauss, the maker of Levi’s jeans, is to bring a brand of jeans that it nurtured in China back to its home market in the US, as the growing influence of emerging economies on product innovation reaches the clothing sector.
The company plans to launch its Denizen brand of low-cost jeans in the US in the summer, after eight months of experience selling to Chinese and other Asian shoppers.
While a significant proportion of global apparel manufacturing has been done in China for many years, consumers in the country have historically had little influence on global design and marketing.
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