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Market

Modern fashion is fickle; today’s popular clothing gets routinely dumped tomorrow. The sole shining exception to this truism are denim jeans, which have ruled the sartorial sensibilities of almost the entire human population, decade after decade since the 1950s. As the progenitor of this universally popular clothing trend, Levi’s“ can justifiably be called the clothier to the world. With blue jeans as the cornerstone of their business, Levi Strauss & Co. is indeed the world’s biggest apparel manufacturer. Levi’s“ brought its global leadership in jeans to India in 1995. The total annual ‘jeans-wear’ market in India is pegged at 24 million pairs (Source: Industry estimates). Levi’s“ is the most prominent and desirable brand in this market.

Achievements
In it’s short business-span in India, Levi’s“ has displayed the capability of developing brand strategies sensitive to the Indian market, even while retaining all the distinguished elements that are vital to its global eminence. In India, Levi’s“ initially decided to target consumers through up market, exclusive retail outlets, which were banking entirely on its international brand appeal. Soon Levi’s“ realised that while large numbers of Indian teenagers aspired to possess the legendary Levi’s“ 501“ jeans, the brand was perceived to be high-priced and beyond their reach. Consumer research revealed that Indian consumers were looking for international class at local prices. So, the company redefined its strategy, which has resulted in great success even while reinforcing the global virtues of the Levi’s“ brand. Today, the Levi’s“ retail network spans more than 70 cities and 400 outlets. It has a 32% share of the premium and 73% share of the super-premium ‘jeans-wear’ market. (Source: Industry estimates). The cumulative effect is an invigorated brand that is defining ‘jeans-wear’ tastes, and broadening its appeal in the Indian market.

History
San Francisco was a boomtown in the 1850s. People had flocked to the emerging metropolis seeking a gold rush fortune. Only 24 years old, Levi Strauss, a Bavarian businessman, came to San Francisco in 1853 to open a West Coast branch of his brothers' New York wholesale dry goods business. Levi began to sell pants and shirts as well as blankets, handkerchiefs and other dry goods. He soon figured out that there was a huge demand for hard-wearing pants that could take the stress and strains of working in the mines. Along with Jacob Davis, a tailor from Nevada, Levi patented the copper-riveted ‘waist overall’,

For successive generations of Indians. imagination and loyalty of generations of consumers by interpreting current fashion trends and giving expression to the aspirations of youth. Levi’s“ began to differentiate its waist overalls from competitors’ products with a dark red tab stitched into the back right pocket. This was in 1873. to be a driving force in the community for economic progress and social justice. This socially responsible approach to business has enabled Levi Strauss & Co. subscribing to global sartorial sensibilities. non-denims. Minus One jeans. the Levi’s“ range includes the classic 501“ jeans. Over time. knitted tops. For successive generations of Indians. the popularity of the Levi’s“ waist overalls spread and Levi Strauss & Co. as well as innovative fashion products. consumers by interpreting current fashion trends and giving expression to the aspirations of youth. several of which have given the Levi’s“ brand its iconic status. Product The Levi’s“ brand offers quintessential classics. woven shirts. Throughout the company's 150-year history. business and corporate citizenship have been linked as one. Way back in 1918. in 1995. Levi Strauss (India) Private Limited.5 billion pairs of Levi’s“ pants have been sold around the world. The Levi Strauss Foundation has supported and led social change and since its inception has contributed hundreds of millions of dollars to charities across the world. a pair of Levi’s“ was the most popular gift from a close relative returning from abroad. which started in 1936. and Levi’s“ jeans were born. The practice. They were also the first to use radio and television to market their products. gained a reputation for innovative products and marketing practices. As other companies started to make denim pants. in San Francisco. and the empowerment of women to name a few. a pair of Levi’s“ was the most popular gift from a close . or obtained through informal sources. Red Tab jeans. the company introduced a line of women’s leisurewear. subscribing to global sartorial sensibilities. During it’s 150-year history. helping to address compelling needs such as HIV/AIDS care and prevention. Levi’s“ jeans have captured the attention. the company has introduced many product innovations. Till date. continues to this day and the Levi’s“ Red Tab is a recognised icon that distinguishes it as the original jeans brand.known today as blue jeans. the Red Loop range. even before women in the US could vote. jackets and accessories. In India. more than 3. Their penchant for the world’s best jeans could be more easily satisfied when Levi’s“ decided to set up a wholly owned subsidiary.

The Minus One range from Levi’s“ is priced between Rs. Minus One jeans. Levi’s“ Sykes™ has been developed to offer the college-going youngster stylised. Red Tab jeans. Levi Strauss (India) Private Limited. or obtained through informal sources. The range offers a trendy streetwear look that is currently favoured by youngsters and also includes knitwear products. with seven different fits for men and women. This socially responsible approach to business has enabled Levi Strauss & Co. the latest Reversibles collection from Levi’s“ Sykes™ has added a new dimension to fashionwear – the tops and bottoms in this range can be worn in multiple ways to create different looks for different occasions and moods.relative returning from abroad. Super Pressed jeans and Wasted Aged jeans. to be a driving force in the community for economic progress and social justice. in 1995. They are available in several finishes including the Nevada range of dirty denim-wear. The Levi’s“ Red Loop range is another step in bringing the coolest in fashion worldwide into India real time – in line with the Levi’s“ brand tradition. the Red Loop range. are amongst the latest introductions. The 2in-1 Reversible jeans. woven shirts. jackets and accessories. helping to address compelling needs such as HIV/AIDS care and prevention. eversible hip huggers and Tees are all part of an exciting new collection that is making a new fashion statement among the . knitted tops. non-denims. Other interesting features include pure copper rivets. The launch of Levi’s“ Low Rise Jeans in 2003. Levi’s“ Red Loop jeans are the latest in international jeanswear fashion and are characterised by a unique ‘Red Loop’ and Linen patch vis-‡-vis the characteristic Levi’s“ leather patch. 1799 and the Red Loop line of super premium jeans retails between Rs. Their penchant for the world’s best jeans could be more easily satisfied when Levi’s“ decided to set up a wholly owned subsidiary. 1099. business and corporate citizenship have been linked as one. In India. edgy products in denim and non-denim. these products are giving a contemporary appeal to the timeless brand properties of Levi’s“. the Red Tab offerings of denims are priced between Rs. Also. The Levi Strauss Foundation has supported and led social change and since its inception has contributed hundreds of millions of dollars to charities across the world. 899 – Rs. Throughout the company's 150-year history. as well as innovative fashion products. 2500. and the empowerment of women to name a few. the Levi’s“ range includes the classic 501“ jeans. 1199-Rs. 32-in-1 doublets. Coupled with a new advertising campaign. 2200-Rs. Product The Levi’s“ brand offers quintessential classics. aged Levi’s“ buttons and a double-needle out seam.

nearly 65% of Levi’s“ business in India is contributed to by denim. became a preferred item among the Indian youth. the ‘Cargos’ campaign let loose frenzied buying into the category. the commercial launched ‘Loose Fits’. Rapid globalisation has ensured that fashion trends cross national borders very quickly after inception. was most significant for Levi’s“ as it helped the brand achieve an ‘approachable’ image amongst a much larger consumer base. The campaign. Not surprisingly. Cargos. the Levi’s“ brand has been marketed with immense success.youth. with Levi’s“ Cargos. Also. This campaign also saw the launch of the first Indian television commercial for Levi’s“. intended to change public perceptions about Levi’s“ pricing. three-fourths and military pants are currently hogging the limelight in the fashion capitals of Europe. the launch of Deep Blue Jeans heralded the return of denim to the fashion scene. Levi’s“ is targeting the fashion-conscious teenager with its edgy streetwear line. The same year saw the launch of Levi’s“ Orange Tab jeans. the Levi’s“ ‘Clayman’ campaign captivated the hearts of the Indian youth. by introducing ‘cargo’ products. within the next two years. But that ratio could change if the emerging fashion trends in Europe hit India in a big way. The campaign for the Levi’s“ Detachables product line in 2000 took up where the Cargos campaign left off. Levi’s“ Signature will be retailed in approximately 2000 outlets (as against 400 now) and at product price point of under Rs. The tag line read ‘Easy to get in. technology and entertainment – the Summer of Desire campaign tied in the launch of a racy new summer range of . while in September 2000. 1999 and the non-denim wave was in. The company’s aim is to offer value by providing a variety of styles for the price of one. Bloody tough to get out of’. Promotion From the beginning. Focusing on the key ‘desirables’ of today’s youth – mobility. But it was with its ‘Summer of Desire’ campaign in 2001. to cater to the more value-conscious consumer. that Levi’s“ demonstrated that it had a finger on the pulse of the Indian youth. thus acknowledging Levi’s“ status as the leader in the creation of fashion trends. 600. Other brands followed suit. which set the pace for product innovation and styling. One of the biggest success stories of recent times. Levi’s“ Sykes™ and has boosted the Sykes™ product portfolio with the recent ‘Reversibles’ collection. Conceptualised and executed entirely by local talent. too. Recent Developments Currently. Detachables. innovation and passion. In 1996. Levi’s“ is making plans to launch its new mass market jeans label ‘Levi’s“ Signature’ in the Indian market.

It succeeds because it is steadfastly the ‘I-am-what-I-am’ garment. speakers and digital receivers. A typical pair of Levi’s“ 501“ jeans uses 1. sexy. It is equally suitable for home. That amount would wrap over 50 times around the world. The prizes on offer included superbikes. not just for this generation but for all generations. confident. youthful. the campaign personified the very spirit of the sexy and bold Levi’s“ Low Rise Jeans. was shot by renowned Australian fashion photographer Darren Centofanti.3 yards of denim. valued for its hard wearing. There are 37 separate sewing operations involved in making a pair of Levi’s“ 501“ jeans. sociable. independent. Levi’s“ has been active in promoting the style appeal of its brand through its vibrant roadshows. Most importantly. comfortable. What is unique about Levi’s“ is that it owns the emotional heartland of this category. hiend computers and music systems. Supported by a successful online contest. . Over the past 150 years. it is a brand without pretensions. innovative and original are some of the adjectives that have been used to describe the personality of Levi’s“. denimwear has become present everywhere. Things you didn't know about Levi's The number 501“ was an arbitrary lot number assigned to the jeans. work and going out. Apart from the headlining press and outdoor creatives and TV commercials. which features India’s top 15 supermodels. ‘Six Inches Below – The Dangerously Low Contest’. multi-purpose qualities. uses close to 1. its on-ground promotions at CafÈ Coffee Day outlets. The latest campaign for Levi’s“ Low Rise Jeans has set new dimensions to ‘cool’.2 million miles of thread annually for production of jeans. The campaign. has stood the test of time to remain at the forefront of consumer consciousness. This is because the Levi’s“ brand stands for attitude and style. five rivets and one Red Tab. Levi Strauss & Co. Real. 213 yards of thread. holding off the onslaught of copycat brands and cheaper makes. Levi Strauss & Co. Brand Values Levi’s“ jeans are the prevailing fashion icon.fashionwear with a mega promotion. five buttons. the annual Levi’s“ Great Indian Rock show. contests on the internet and attractive merchandising and posters.

In the early days. gold miners just put on their new jeans.Levi Strauss & Co’s first jeans were made shrink-to-fit. submerged themselves in a water trough and left them on to dry. .