Levi’s And The High-End Hipster
Will a high-end pair of Levi's lure premium denim fans?
As we’ve pointed out in the past, Levi’s has long pursued a particular kind of consumer. Smart thinking, in a way, of knowing your target audience, but will a high-end price still lure the hipster masses?
The Wall Street Journal picked up on the company’s recent introduction of a premium line of $198 jeans. With a new flagship boutique in London, and a generative base that has produced a 17% raise in revenues from last quarter, Levi’s is looking to position itself as an authentic supplier of the hipster elite.
The article point out that Levi’s missed out on the “premium denim craze,” when brands like Diesel and 7 For All Mankind reguarly introduced high-priced jeans, due to financial difficulties at the time. But that in recent partnerships with Opening Ceremony and J. Crew, they have offered Levi’s styles between $100-$200 a pair.
[via The Wall Street Journal]
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