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Denim Dish: A Japanese Signature

The international rollout of the mass-priced Levi Strauss Signature brand will continue next month when the line bows in Aeon Co., Japan’s largest supermarket chain.<br><br>A spokeswoman for Aeon told WWD men’s and women’s Signature...

The international rollout of the mass-priced Levi Strauss Signature brand will continue next month when the line bows in Aeon Co., Japan’s largest supermarket chain.

A spokeswoman for Aeon told WWD men’s and women’s Signature jeans will be offered initially in September through 300 of the company’s 370 directly managed stores. The company plans to add children’s products next year.

The spokeswoman declined to give any sales projection at this time. But it is understood that the company is anticipating sales of about $16.7 million, or 2 billion yen, in the first year of operation. Dollar figures have been converted from the Japanese yen at current exchange.

The line will consist mainly of three types of bottoms each for men and for women and also will include jackets, she said. She declined to give specific sales prices but the average price line is expected to be $32.50, or 3,900 yen, ranging up to $49.17, or 5,900 yen.

As reported, the Signature line, produced by San Francisco-based Levi Strauss & Co., bowed this summer at U.S. Wal-Mart Stores locations. It also is due to launch in Europe next year.