Levi 's Jeans The manufacturer LeviStrauss will build a pair of jeans made in China. brand The introduction of the American domestic market. The growing influence of emerging economies in product innovation is beginning to spread. clothing Industry.

After 8 months of selling to China and other Asian shoppers, the company plans to launch Denizen brand low cost jeans in the US this summer.

Although a large proportion of global garment manufacturing activities have been carried out in China over the years, Chinese consumers have never had any influence on global design and marketing.

In these respects, the garment industry lags behind other industries, such as telecommunications and beverages, and multinationals in these industries have greatly increased R & D investment in emerging markets, and local competitors are also making more and more innovations.

Mei Minggong, President of Denizen, said that Levi has learned to launch affordable jeans in emerging markets. The secret is to find out what the most sensitive characteristics of consumers are fabric quality, stitches, or wash effect of denim fabrics. (AaronBoey)

"The key is not to deduct costs, but to decide what costs should be invested to provide consumers with the value that they value," he said. "The market we are currently operating has been tested. So... We know we can do it in the United States, too.

As cotton prices soar, garment manufacturers are searching for ways to control costs.

"This is a greater degree of operational management and accounting innovation, and they understand how to reduce the cost of a few percentage points, and China is an error training field in this regard," said Matthew Crabbe, Access Asia, a retail consultancy in Shanghai.

Since last August, Levi 's has opened more than 150 Denizen stores in China, India, Singapore, Korea and Pakistan. Before Tuesday's announcement, Levi 's was reluctant to provide sales data. In the United States, these jeans will be sold by discount retailer Target, known for its "cheap fashion."

When Levi s launched the brand in August last year, it said it would eventually launch the brand in the United States.