Levi’s Invites Hipsters to Live It Up This Chinese

New Year
Posted February 9, 2015 by brandchannel

As the popularity of denim increases in China, it’s no surprise that Levi’s is looking to
firm up its influence itself there as a lifestyle brand.

The US brand, with its iconic Two Horses logo representing strength, is standing
strong in China with its local execution of the global “Live in Levi’s” campaign,
which CMO Jennifer Sey discussed with brandchannel in August.
In the lead-up to the 2015 Chinese New Year (aka Lunar New Year/Spring
Festival) Year of the Ram (aka Goat/Sheep) holiday that starts on Feb. 19, it’s vital
that Levi’s connect with youths and millennials—and not just in China but in Asian
countries such as Malaysia that also celebrate the holiday.[more]
That’s why Levi’s is emphasizing the importance of “the individual” this CNY, rather
than the traditional themes of “going home” and “family.” And by “individual,” we
mean “hipster,” of course.

The Levi’s brand Chinese New Year campaign (by FCB) that runs through the end of
February in greater China features Hong Kong actor and snger Shawn Yue and
Chinese pop star Ai Fei (Ivy). 
Designed to bring the Levi’s brand of fun and rebelliousness to life, and to underscore
the “Live in Levi’s” theme of living life and making connections, it depicts a group of
Chinese kids partying with a DJ (and messing around with masks—and tradition) in
a Hong Kong bar. Hence the (English) tagline, “Live it up!”

After all, it’s a lot more fun than celebrating the holiday with your red packet (lai
see)-doling out elders and relatives, who may not approve of (ahem) dancing on bars
and other shenanigans in the campaign video.
While traditionalists have countered Levi’s messages with guilt-
laden campaigns stressing the importance of family, the increasing popularity of
denim is becoming more apparent.
Valued at more than $12 billion, China is Asia’s largest market for denim products.
However, the youth market for jeans lags far behind that of neighboring countries.
Japan, for example, now boasts a denim culture so deeply immersed that
it eclipses that of the US.
Levi’s has its work cut out for it in China. Local denim labels, such as the Chinese
brand Kipone, are readily available. Other Asian brands are popular, too,
including Eviscu, the premium Japanese denim brand, which has opened two-thirds of
its Asian stores in China. Edwin, another Japanse brand, operates half a dozen
mainland stores.
One challenge facing any Western denim brand, and not just Levi’s, looking to make
it in China is lack of clear category definitions. Are jeans considered a consumer
lifestyle brand or a rebellious pro-worker fashion brand?
“When young people co-opted workers’ fashion to make a rebellious statement,
Levi’s became a landmark in American pop culture,” said Mary Bergstrom, founder
of the The Bergstrom Group, which specializes in China’s youth market. “But in
China, jeans don’t stand for anything yet.”
Another challenge is brand differentiation. US competitor Lee, which is considered a
discount jean brand in the US, has attempted to rebrand itself in China as high-end
and hip. Interesting, a recent Lee campaign in China was eerily similar in tone to
Levi’s new “Live” message.

Beyond denim, adidas is also pushing hard to be perceived in China as a hip lifestyle

label. Other brands with similar ambitions include Nike, Vans, Juicy, Puma, American
Eagle Outfitters, Gap, Esprit and Old Navy—in short, pretty much all of them below
the luxury tier.
Marketing VP Neil Pryde acknowledged the need to engage its youthful customer—
for whom escaping cramped quarters with friends might typically trump time spent
with family (not just a Chinese theme, of course)—not just in its advertising but by
make its stores fun:
Our physical stores … need, more and more, to be places where consumers have a
superb and deep experience with our brand. From a Levi’s perspective, we want
consumers to have a fun, informative and engaging experience in our stores so they
can learn about denim, our iconic brand, and our products through our staff and
interactive digital creative assets.
Levi’s has one thing going for it—a deep, rich heritage. Bergstrom says the
authenticity and dynamism of a brand’s history is a huge selling point among China’s
youth. To this point, Levi’s is attempting to educate Chinese consumers about its
heritage.

A section of Levi’s China website is all about the company’s history, including an

explanation of the “双马” or “Twin Horses” that can be found on the brand’s logo
attempting to pull apart a pair of jeans. Levi’s hopes its brand strength will continue to
prevail.
And it’s also hedging its bets by extending its CNY campaign, also playing out on its
Weibo page, to cover a Western holiday that’s been popular in Hong Kong, Taiwan
and the mainland for some time now—Valentine’s Day. Turns out you can “Love in
Levi’s” too.