Levi’s rolls out plans to beat the slowdown
Levi Strauss India has lined up plenty of action to beat the economic downturn. From rolling out brand-new retail formats like ‘jeanerys’ to product innovations and tie-ups with leading designers, the jeanswear major gears up to reach out to the c...
By Sreeradha D Basu, ET Bureau |
KOLKATA: Levi Strauss India has lined up plenty of action to beat the economic downturn. From rolling out brand-new retail formats like ���jeanerys��� to product innovations and tie-ups with leading designers, the jeanswear major gears up to reach out to the consumer in a much bigger way than before.
For starters, within the next three months, the company is rolling out Levi���s ���jeanery���, a concept introduced for the first time ever. These standalone stores, in malls and high street locations, will offer a very high concentration of jeanswear, with a certain segment devoted to relevant tops.
���We developed this concept after recognising the fact that most people buy Levi���s primarily because of the jeans. So, besides our flagship stores, we will be locating these stores in strategic spots to offer a wide selection targeted at a slightly younger audience,��� Levi���s India marketing director Shyam Sukhramani told ET.
According to Mr Sukhramani, the company is looking at setting up 20 to 30 such stores across 6-7 cities over the next year. ���We will be launching initially in Mumbai, Delhi and Bangalore, following which the concept will be rolled out across cities like Pune and Kolkata under the franchisee model,���
he said.
The company, which has brought in Levi���s showpiece-store Rivet to India, is also looking at developing denim as a luxury concept. The first Rivet store has been launched in Delhi, followed by one in Bangalore scheduled for January.
Levi���s has already had a special line designed by Tarun Tahiliani that will hit stores in February. ���It���s the top-end and the bottom-end of the market where the downturn has the least impact. We feel we should be alive and kicking in the top-end,��� said Mr Sukhramani.
For starters, within the next three months, the company is rolling out Levi���s ���jeanery���, a concept introduced for the first time ever. These standalone stores, in malls and high street locations, will offer a very high concentration of jeanswear, with a certain segment devoted to relevant tops.
���We developed this concept after recognising the fact that most people buy Levi���s primarily because of the jeans. So, besides our flagship stores, we will be locating these stores in strategic spots to offer a wide selection targeted at a slightly younger audience,��� Levi���s India marketing director Shyam Sukhramani told ET.
According to Mr Sukhramani, the company is looking at setting up 20 to 30 such stores across 6-7 cities over the next year. ���We will be launching initially in Mumbai, Delhi and Bangalore, following which the concept will be rolled out across cities like Pune and Kolkata under the franchisee model,���
he said.
The company, which has brought in Levi���s showpiece-store Rivet to India, is also looking at developing denim as a luxury concept. The first Rivet store has been launched in Delhi, followed by one in Bangalore scheduled for January.
ADVERTISEMENT
More stores will be launched next year. ���We have a dual strategy for the Rivet stores. Besides tying up with designers to bring in special collections, we will also be importing lines designed to cater to the super-premium space,��� said Mr Sukhramani. Levi���s has already had a special line designed by Tarun Tahiliani that will hit stores in February. ���It���s the top-end and the bottom-end of the market where the downturn has the least impact. We feel we should be alive and kicking in the top-end,��� said Mr Sukhramani.
Start a SIP with as low as ₹500 with ET Money App!
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
