Levi’tating to past glory? Or revving it up in the Indian market...
Yes, yes, we know, John Abraham is the first Asian model for Levi’s, and having Shah Rukh and Bipasha endorsing the brand only adds to its Indian charisma and appeal. But if we were to tell you that the Levi Strauss pair of jeans was created by a Bavarian with the same name in 1853, would you believe us? Well, whether you believe it or not, the US paten the received in 1873 for blue jeans has stood the test of time… well almost, let alone the drop in revenues recently despite a restructuring exercise. In India, after suffering a case study of a failure due to its exorbitant pricing, Levi’s t u r n e d around innovatively by introducing the low priced Signature range, apart from the Dockers casual series, Vintage clothing etc. Levi’s now has a target of opening up almost 150 franchisee retail outlets in India every year; and will also sell through hypermarkets, for which they’re already in advanced talks with Reliance, Bharti-WalMart and the Birla Group. Will they succeed? Considering that Levi’s products now sell at a price range starting from Rs.199 going till Rs.899, one doesn’t need to ask John Abraham for the answer, eh?
Source : IIPM Editorial, 2009
Yes, yes, we know, John Abraham is the first Asian model for Levi’s, and having Shah Rukh and Bipasha endorsing the brand only adds to its Indian charisma and appeal. But if we were to tell you that the Levi Strauss pair of jeans was created by a Bavarian with the same name in 1853, would you believe us? Well, whether you believe it or not, the US paten the received in 1873 for blue jeans has stood the test of time… well almost, let alone the drop in revenues recently despite a restructuring exercise. In India, after suffering a case study of a failure due to its exorbitant pricing, Levi’s t u r n e d around innovatively by introducing the low priced Signature range, apart from the Dockers casual series, Vintage clothing etc. Levi’s now has a target of opening up almost 150 franchisee retail outlets in India every year; and will also sell through hypermarkets, for which they’re already in advanced talks with Reliance, Bharti-WalMart and the Birla Group. Will they succeed? Considering that Levi’s products now sell at a price range starting from Rs.199 going till Rs.899, one doesn’t need to ask John Abraham for the answer, eh?
Source : IIPM Editorial, 2009
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