Levi Strauss (India) Pvt Ltd, the wholly owned subsidiary of jeans manufacturer Levi Strauss & Co, San Francisco, is planning to have 200 exclusive outlets throughout the country for its newly launched 'Signature' brand of jeans.
The move, first announced in March 2014, is expected to generate net annualised cost savings of $175-200 million once fully implemented.
Levi Strauss & Co has 'relaunched' the Dockers brand in India with 'never-iron' 100 office-wear cotton pants.
Levi Strauss, which has just completed 15 years in the country is on a high, cornering 40 per cent share in the Rs 2,000-crore (Rs 20 billion) branded denim market in India.
Levi Strauss & Co. said it was looking at doubling its revenues in the next three years and would set up more manufacturing bases to meet the growing demand.
High-end brands like Moschino and sports lifestyle brands such as Puma and Levi Strauss are devising strategies to reduce inventories and old stock pile-ups. While so far the thrust was on end-of-season sales, the low offtake due to the slowing economic environment has compelled most branded apparel makers to look at means to reduce stock to almost nil while maintaining margins.
"Denim is one of the world's oldest fabrics, yet it remains eternally young," declared an American Fabrics magazine writer in 1969. This Levi Strauss & Co post on its website reflects what Indian denim producers intend to do -- let the Generation Y tailor the pair of jeans for the market.
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