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Levi Strauss to line up 'Signature' brand in two cities

24
Nov '05
Jeans maker Levi Strauss (India) Pvt Ltd is planning to open 200 fashionable outlets throughout the country for its newly launched brand of jeans.

Levi Strauss (India) Pvt Ltd is the wholly owned subsidiary of jeans maker Levi Strauss & Co, San Francisco.

The company is also mulling to make the new brand available through 1,000 other multi-brand outlets in India.

Levi Strauss India Country Manager Shimone Jaya Chatterjee stated that they will complete the national launch by mid next year. Eighteen months from then, they are planning to have 200 exclusive outlets for the brand.

A T P Ramani, Business Head of The New Brand in the country informed that the company has also chalked out plans to take the Signature brand to tier two cities also. In phase-I of the launch itself they will take the brand to tier II cities and will be available in 150 towns throughout India.

Ramani also stated that the Signature brand, positioned in the standard segment with a price range of Rs 599 and Rs 999, has been targetted at the age group of 15-22 years "For the last few years the standard segment has been growing at a brisk pace in the country at 15-20 per cent.

John Anderson, president, Levi Strauss Asia Pacific Division noted that out of the total 30 million pieces branded jeans market (whereas the total jeans market is 50 million pieces), standard segment has got a size of nearly 12 million pieces in India. "they have identified India, China and Russia as the countries to drive their future growth. Indian jeans market has got the potential of USD 35 million yearly.

The company has identified Chennai-based Poshak Industries, as the quasi licensee for the Signature brand in South India.

Levi Strauss & Co is manufacturer of American jeans and casual wear. The company also produces the Levi's, Dockers and Slates brands.

The Economics Times


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