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Rediff.com  » Business » Levis to launch premium Rivet stores in India

Levis to launch premium Rivet stores in India

By Anil Urs in Bangalore
April 19, 2005 11:11 IST
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In an effort to cash on its cult status and to boost its sales in the high-end market, Levis is bringing in its showpiece store Rivet to India. Till now, Rivet has been launched only in Europe and Japan.

This store will offer fully imported goods which will be priced in the range of Rs 2,500 to Rs 10,000, while its existing merchandise in its other store range from Rs 900 to Rs 4,000.

The company plans to open seven such Rivet Icon stores in India which will basically cater to non-resident Indians and expatriates in India.

The company targets to grow by 45 per cent in 2004-05 (December to November), compared to 55 per cent in 2003-04 and 30 per cent in 2002-03.

The first icon store opens at the Leela Galleria in Bangalore on Tuesday and the company has plans to open one store each in Mumbai and Delhi by the year end.

In Phase II of the retail expansion strategy, three stores each are planned in Mumbai and Delhi. Based on the response of major metros, one store each can come up in Chennai, Hyderabad, Kolkata and Pune.

"After our presence in India through multi brand outlets and exclusive stores, we are now strengthening our brand by bringing in Rivet stores," said Shumone Chatterjee, country manager, Levi Strauss India.

"Through this we want to send out a message to jean lovers and Levi fans in the 15 to 24 age group that we stand for definitive fashion led by innovation," he added.

The company is going in for Icon stores because of evolving fashion sensibilities and higher spending power amongst customers who are getting younger and more willing to experiment with new and innovative products that reflect their lifestyle and attitude.

"These stores will also ride on the booming retail scene in India where shops are increasingly looking to the West to benchmark," said Chatterjee.

As part of the store, Levi's has created 'The History Wall' through which the 150-year heritage of Levis innovation in jeanswear is shared with customers along with the experience of international retail excellence, said K Venkatramani, director-marketing, Levi Strauss India.

"The store will also carry loads of information on the brand that Levi's is, was and will become - from replicas of products, to advertising films and archived correspondence," he added.

Rivet stores have been designed to showcase four iconic brands from Levi's portfolio. Beginning with Levi's Vintage Clothing, which features limited edition reproductions of garments from the Levi's archives, to Levi's Red, which seeks to constantly challenge current denim fashion and create the next revolution in jeanswear.

It also showcases Levi's 501 Jeans, the original button-fly jean and Levi's Red Loop, which showcases the latest in international jeanswear fashion straight off the streets of fashion capitals from around the globe.

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Anil Urs in Bangalore
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