Market

Modern fashion is fickle; todays 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, Levis can justifiably be called the clothier to the world. With blue jeans as the cornerstone of their business, Levi Strauss & Co. is indeed the worlds biggest apparel manufacturer. Levis 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). Levis is the most prominent and desirable brand in this market.

Achievements
In its short business-span in India, Levis 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, Levis initially decided to target consumers through up market, exclusive retail outlets, which were banking entirely on its international brand appeal. Soon Levis realised that while large numbers of Indian teenagers aspired to possess the legendary Levis 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 Levis brand. Today, the Levis 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,

known today as blue jeans, in San Francisco. This was in 1873, and Levis jeans were born. Over time, the popularity of the Levis waist overalls spread and Levi Strauss & Co. gained a reputation for innovative products and marketing practices. Way back in 1918, even before women in the US could vote, the company introduced a line of womens leisurewear. They were also the first to use radio and television to market their products. During its 150-year history, the company has introduced many product innovations, several of which have given the Levis brand its iconic status. As other companies started to make denim pants, Levis began to differentiate its waist overalls from competitors products with a dark red tab stitched into the back right pocket. The practice, which started in 1936, continues to this day and the Levis Red Tab is a recognised icon that distinguishes it as the original jeans brand. Till date, more than 3.5 billion pairs of Levis pants have been sold around the world. Levis jeans have captured the attention, imagination and loyalty of generations of consumers by interpreting current fashion trends and giving expression to the aspirations of youth. For successive generations of Indians, subscribing to global sartorial sensibilities, a pair of Levis was the most popular gift from a close relative returning from abroad, or obtained through informal sources. Their penchant for the worlds best jeans could be more easily satisfied when Levis decided to set up a wholly owned subsidiary, Levi Strauss (India) Private Limited, in 1995. Throughout the company's 150-year history, business and corporate citizenship have been linked as one. This socially responsible approach to business has enabled Levi Strauss & Co. to be a driving force in the community for economic progress and social justice. 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, helping to address compelling needs such as HIV/AIDS care and prevention; and the empowerment of women to name a few.

Product
The Levis brand offers quintessential classics, as well as innovative fashion products. In India, the Levis range includes the classic 501 jeans, Red Tab jeans, the Red Loop range, Minus One jeans, non-denims, woven shirts, knitted tops, jackets and accessories. consumers by interpreting current fashion trends and giving expression to the aspirations of youth. For successive generations of Indians, subscribing to global sartorial sensibilities, a pair of Levis was the most popular gift from a close

relative returning from abroad, or obtained through informal sources. Their penchant for the worlds best jeans could be more easily satisfied when Levis decided to set up a wholly owned subsidiary, Levi Strauss (India) Private Limited, in 1995. Throughout the company's 150-year history, business and corporate citizenship have been linked as one. This socially responsible approach to business has enabled Levi Strauss & Co. to be a driving force in the community for economic progress and social justice. 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, helping to address compelling needs such as HIV/AIDS care and prevention; and the empowerment of women to name a few.

Product
The Levis brand offers quintessential classics, as well as innovative fashion products. In India, the Levis range includes the classic 501 jeans, Red Tab jeans, the Red Loop range, Minus One jeans, non-denims, woven shirts, knitted tops, jackets and accessories. The Minus One range from Levis is priced between Rs. 899 Rs. 1099, the Red Tab offerings of denims are priced between Rs. 1199-Rs. 1799 and the Red Loop line of super premium jeans retails between Rs. 2200-Rs. 2500. Levis 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 Levis leather patch. Other interesting features include pure copper rivets, aged Levis buttons and a double-needle out seam. They are available in several finishes including the Nevada range of dirty denim-wear, Super Pressed jeans and Wasted Aged jeans. The Levis Red Loop range is another step in bringing the coolest in fashion worldwide into India real time in line with the Levis brand tradition. Levis Sykes has been developed to offer the college-going youngster stylised, edgy products in denim and non-denim. The range offers a trendy streetwear look that is currently favoured by youngsters and also includes knitwear products. The launch of Levis Low Rise Jeans in 2003, with seven different fits for men and women, are amongst the latest introductions. Coupled with a new advertising campaign, these products are giving a contemporary appeal to the timeless brand properties of Levis. Also, the latest Reversibles collection from Levis 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. The 2in-1 Reversible jeans, 32-in-1 doublets, eversible hip huggers and Tees are all part of an exciting new collection that is making a new fashion statement among the

youth. The companys aim is to offer value by providing a variety of styles for the price of one.

Recent Developments
Currently, nearly 65% of Levis business in India is contributed to by denim. But that ratio could change if the emerging fashion trends in Europe hit India in a big way. Cargos, three-fourths and military pants are currently hogging the limelight in the fashion capitals of Europe. Rapid globalisation has ensured that fashion trends cross national borders very quickly after inception. Not surprisingly, Levis is targeting the fashion-conscious teenager with its edgy streetwear line, Levis Sykes and has boosted the Sykes product portfolio with the recent Reversibles collection. Also, Levis is making plans to launch its new mass market jeans label Levis Signature in the Indian market, within the next two years. Levis Signature will be retailed in approximately 2000 outlets (as against 400 now) and at product price point of under Rs. 600.

Promotion
From the beginning, the Levis brand has been marketed with immense success, innovation and passion. In 1996, the Levis Clayman campaign captivated the hearts of the Indian youth. The same year saw the launch of Levis Orange Tab jeans, to cater to the more value-conscious consumer. The tag line read Easy to get in, Bloody tough to get out of. The campaign, intended to change public perceptions about Levis pricing, was most significant for Levis as it helped the brand achieve an approachable image amongst a much larger consumer base. 1999 and the non-denim wave was in, with Levis Cargos. One of the biggest success stories of recent times, the Cargos campaign let loose frenzied buying into the category. Other brands followed suit, by introducing cargo products, thus acknowledging Levis status as the leader in the creation of fashion trends. This campaign also saw the launch of the first Indian television commercial for Levis. Conceptualised and executed entirely by local talent, the commercial launched Loose Fits, which set the pace for product innovation and styling. The campaign for the Levis Detachables product line in 2000 took up where the Cargos campaign left off. Detachables, too, became a preferred item among the Indian youth, while in September 2000, the launch of Deep Blue Jeans heralded the return of denim to the fashion scene. But it was with its Summer of Desire campaign in 2001, that Levis demonstrated that it had a finger on the pulse of the Indian youth. Focusing on the key desirables of todays youth mobility, technology and entertainment the Summer of Desire campaign tied in the launch of a racy new summer range of

fashionwear with a mega promotion. The prizes on offer included superbikes, hiend computers and music systems, speakers and digital receivers. The latest campaign for Levis Low Rise Jeans has set new dimensions to cool. The campaign, which features Indias top 15 supermodels, was shot by renowned Australian fashion photographer Darren Centofanti. Supported by a successful online contest, Six Inches Below The Dangerously Low Contest, the campaign personified the very spirit of the sexy and bold Levis Low Rise Jeans. Apart from the headlining press and outdoor creatives and TV commercials, Levis has been active in promoting the style appeal of its brand through its vibrant roadshows, the annual Levis Great Indian Rock show, its on-ground promotions at Caf Coffee Day outlets, contests on the internet and attractive merchandising and posters.

Brand Values
Levis jeans are the prevailing fashion icon, not just for this generation but for all generations. Over the past 150 years, denimwear has become present everywhere, valued for its hard wearing, comfortable, multi-purpose qualities. It is equally suitable for home, work and going out. Levi Strauss & Co. has stood the test of time to remain at the forefront of consumer consciousness, holding off the onslaught of copycat brands and cheaper makes. This is because the Levis brand stands for attitude and style. Most importantly, it is a brand without pretensions. It succeeds because it is steadfastly the I-am-what-I-am garment. What is unique about Levis is that it owns the emotional heartland of this category. Real, sexy, confident, sociable, youthful, independent, innovative and original are some of the adjectives that have been used to describe the personality of Levis.

Things you didn't know about Levi's

The number 501 was an arbitrary lot number assigned to the jeans. A typical pair of Levis 501 jeans uses 1.3 yards of denim, 213 yards of thread, five buttons, five rivets and one Red Tab. There are 37 separate sewing operations involved in making a pair of Levis 501 jeans. Levi Strauss & Co. uses close to 1.2 million miles of thread annually for production of jeans. That amount would wrap over 50 times around the world.

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