Levi Strauss & Co needs Indians to shop for extra than simply its jeans.
The iconic American emblem, which is sort of synonymous with its denim denims, is making an attempt to put itself as a one-stop attire store for younger customers searching for fashionable clothes. “What we are now after is to make sure that we are sort of a holistic lifestyle apparel company as far as the consumer is concerned and not a denim only brand. We want to go deeper with non-denims in terms of the bottoms as well,” mentioned Amisha Jain, senior vice-president and managing director of South Asia, Middle East and Africa, instructed TOI. The transfer to deepen its non-denim play may be consistent with the logo’s broader world technique.
Not to mention that the logo won’t focal point on jeans, there may be nonetheless a big untapped marketplace for jeans in India, mentioned Jain, including that Indians are now not taking a look on the price ticket at all times. “I don’t see that Indians are price-sensitive anymore. They are asking for the right quality and the right product. Most brands are doing some kind of markdowns, but we are not,” she said.
While inflation has dented demand in the US and Europe, the lower increase in prices is seen to be insulating demand here. “Asia generally is showing a strong growth trajectory compared to markets like the US and Europe. Asia (excluding China) clocked 22% growth in net revenues for us in Q1FY23 and this was led by India,” said Jain.
Besides, a big market opportunity lies in the casualisation trend that has swept the wardrobes of young Gen Z and millennials and Levi’s is fast catching up with that. “Young consumers sitting at an average age of 28 years are driving the Indian economy. They want styles from a need perspective. They are more into athleisure and sporty kind of outfits,” mentioned Jain. This pattern is extra skewed against girls and for a emblem that has traditionally had extra male shoppers, capitalizing on this can be a no-brainer. “Women’s space is competitive. We want her to see that we have a lot to offer her,” mentioned Jain.
The iconic American emblem, which is sort of synonymous with its denim denims, is making an attempt to put itself as a one-stop attire store for younger customers searching for fashionable clothes. “What we are now after is to make sure that we are sort of a holistic lifestyle apparel company as far as the consumer is concerned and not a denim only brand. We want to go deeper with non-denims in terms of the bottoms as well,” mentioned Amisha Jain, senior vice-president and managing director of South Asia, Middle East and Africa, instructed TOI. The transfer to deepen its non-denim play may be consistent with the logo’s broader world technique.
Not to mention that the logo won’t focal point on jeans, there may be nonetheless a big untapped marketplace for jeans in India, mentioned Jain, including that Indians are now not taking a look on the price ticket at all times. “I don’t see that Indians are price-sensitive anymore. They are asking for the right quality and the right product. Most brands are doing some kind of markdowns, but we are not,” she said.
While inflation has dented demand in the US and Europe, the lower increase in prices is seen to be insulating demand here. “Asia generally is showing a strong growth trajectory compared to markets like the US and Europe. Asia (excluding China) clocked 22% growth in net revenues for us in Q1FY23 and this was led by India,” said Jain.
Besides, a big market opportunity lies in the casualisation trend that has swept the wardrobes of young Gen Z and millennials and Levi’s is fast catching up with that. “Young consumers sitting at an average age of 28 years are driving the Indian economy. They want styles from a need perspective. They are more into athleisure and sporty kind of outfits,” mentioned Jain. This pattern is extra skewed against girls and for a emblem that has traditionally had extra male shoppers, capitalizing on this can be a no-brainer. “Women’s space is competitive. We want her to see that we have a lot to offer her,” mentioned Jain.