Home / Knowledge / News / Apparel/Garments / Levi Strauss goes local to drive growth
Levi Strauss goes local to drive growth
10
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

Must ReadView All

Apparel/Garments | On 1st Mar 2017

CMAI's Apparel Index for Q3 shows lowest growth at 1.4 pts

CMAI’s Apparel Index for the third quarter FY 2016-17 shows that the...

Courtesy: Carter

Apparel/Garments | On 1st Mar 2017

Kidswear retailer Carter’s acquires Skip Hop Holdings

US headquartered kidswear retailer Carter’s said it has acquired Skip ...

Courtesy: Lectra

Information Technology | On 1st Mar 2017

Lectra makes new strategy for fashion in Industry 4.0 era

Lectra, the world leader in integrated technology solutions, has...

Interviews View All

Arvind Saraf
Triveni Sarees

e-Commerce is still evolving fast with constant flux and surprises

Asim Dalal
Indo Count Retail Ventures

Today, there is no other emerging market as India, "we make in India and...

Victor Chao
Esmetex

‘In future, clothing boundary lines will become increasingly blurred.’

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search