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Under the Radar: (SPECIALS) On the Go in Tokyo and Seoul — How is Levi’s capturing the hearts of its next generation consumers through its pop-ups featuring K-pop icon ROSE? It’s CMO and CCO explain.
It’s all about how an apparel maker is redefining that pair of jeans you’re wearing today. Finance presenter Chua Tian Tian was away for the past week attending “Levi’s Women Experience FOR EVERY ORIGINAL” series of pop-up events in Tokyo and Seoul. The pop-up experiences aim to celebrate the women who continue to redefine originality today, and is part of Levi’s ongoing efforts to drive growth among female shoppers, a demographic it sees great promise in. And at the heart of the campaign is the company’s global brand ambassador ROSE from K-pop girl…
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