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This story is from November 24, 2005
Levi to test market brands
Levi Strauss & Co's fastest growing market, India, is also emerging as a major test market for new concepts for the global jeans major.
Its president for Asia Pacific division, John Anderson, said Levi���s has introduced formal suits under its Slates brand, the first time the company has entered this segment.
Levi's has also created a stylised khakiwear brand called Workers, targeted at the working young, which it is currently test marketing here.
"If these offerings are a success, we may take them to other markets," Anderson said.
Globally, Levi's has been trying to shed its Dad's-brand image and seeking to appeal to younger audiences. India's growing youth market is seen to be an ideal testing ground.
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