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November 28, 2007

ModeLabs Launches Levi's Brand Mobile Phone in Hong Kong

By Calvin Azuri, TMCnet Contributing Editor

Mobile phone manufacturer ModeLabs Group recently unveiled a Levi’s brand phone in Hong Kong. Reminiscent of Levi’s brand jeans, the phone has a rugged design with a riveted steel body and detachable chain.
Levi's Phone from ModeLabs“So far, the Levi’s mobile phone has received an excellent reception in Hong Kong,” aid Jean-Alexis Chatelain, vice president of sales for ModeLabs’ Asia operations, in a statement. “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 Group offers a range of “Mobile On Demand” products and services, and creates custom-designed mobile phones focusing on a flexible business model that promotes the success of operators, retailers and brands.
The Levi’s mobile phone has already drawn a lot of attention in Hong Kong. The city is quite often at the forefront of fashion and technology trends in China and even more broadly in the entire Asia region. The Levi’s phone is available in a variety of retail locations, including The Levi’s Store, City Call, PCCW (News - Alert) and Show Room CSL.
“Launching into a new country is the materialization of technical, marketing and sales investments,” Pierre Asséo, Director of ModeLabs Asia, said in a statement about the company’s entrance into the China market. “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.”

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Calvin Azuri is a contributing editor for TMCnet.

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