ModeLabs brings Levi's 'on Demand' to Asian Market
23 Nov '07
2 min read
ModeLabs Group (MDL) announces the launch of the first Levi's mobile telephone in Hong Kong. ModeLabs Group realized its first sales of “On Demand” products in Asia.
The Levi's mobile phone's launch in Hong Kong attracted a lot of attention, in a city that is often the forerunner in fashion and technology trends in China and, more globally in Asia. Available in around forty points of sale of the city's main names (e.g. The Levi's Store, Broadway, City Call, PCCW, and Show Room CSL); several thousands of phones have already been ordered.
ModeLabs Group's main challenges today are the design and international marketing of products that really stand out with first-level brands. "Launching into a new country is the materialization of technical, marketing and sales investments," says Pierre Asséo, Director of ModeLabs Asia.
"Future product launches should benefit significantly from the experience acquired with this first deployment as the essential commercial and technical engineering will already have been deployed."
Asian markets, particularly China, are the largest in volume in the world for mobile phones and are hence highly strategic.
"So far, the Levi's mobile phone has received an excellent reception in Hong Kong," says Jean-Alexis Chatelain, ModeLabs' Sales Vice-President in Asia. "We are working in close collaboration with Levi's in order to benefit from their brand image, the strength of their communication, and their commercial networks."
ModeLabs is a precursor in the mobile phone market of famous brands, a new market that is generating a lot of interest from telephony businesses and the general public.
The first Levi's phone, standing out from the rest with its riveted steel body and its detachable chain, was designed to satisfy the demand of market segments that share the brand's values and for which a mobile phone is not simply a communication tool, but also the expression of a lifestyle.
marketing@alchempro.com
