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Levi Strauss goes local to drive growth
Apr '09
Levi Strauss India, owner of the eponymous denim brand of the same name has chalked a multi-pronged strategy which will focus on among many things like strengthening its distribution network and rollout specific consumer programmes in a bid to grow in these difficult times.

Levi Strauss is for the first time associating itself with a local festival and has roped in film actor Raima Sen for a promotion called “Unbuttoning Joy”. The company has associated itself globally with such festivals like the Chinese New Year, but is doing so for the first time in Inda.

Mr Sukhramani, Marketing Director for Levi Strauss in India said, “We are looking at specific programmes for specific consumers to build bridges with more people and the youth of India represents a global crust with local core in that they retain their sense of traditional values”.

“Associating with Poila Baisakh celebrations would provide an opportunity to reach out to more of them and it is our endeavour to create an opportunity in the first half of the year. After testing it out, we can then take it forward to other regions”, he added by saying.

He continued, “We are hoping it becomes an important part of our calendar depending on how customers respond to the initiative and Levi's is also looking at having local brand ambassadors like Raima Sen, who drive awareness for a particular region”.

Levis Strauss offers three distinctive brands in India, Levis, Levis Strauss Signature and Dockers and the company currently operates 130 Levi Strauss Signature, 16 Dockers and 230 Levis stores across India.

Fibre2fashion News Desk - India

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