Levi launches Signature brand, plans womens exclusive stores

Levi-Strauss has launched its Signature brand in India. Priced between Rs599 and Rs999, Signature is the company's brand in the standard segment, the fastest growing brand in the jeans category.

The company says that between 2001 and 2003, this segment grew at a compounded annual growth rate of 37 per cent; the value segment (below Rs599) grew at 17 per cent, the premium (Rs900-Rs1,349) at 27 per cent and the super premium (above Rs1,350) at 32 per cent. The overall jeans category grew at 25 per cent.

The plan is for Signature to be sold in over 200 exclusive outlets and 1,000 multi-brand outlets 18 months hence. There will be four or five exclusive outlets in Chennai.

The company is following the quasi-licensing format through which will retain control over marketing, quality and product development while production, logistics and sales will be the responsibility of the licensee.

The licensees for the South are Poshak Industries, a company that belongs to the RK Industries and PS Apparels group.

Levi Strauss is also planning to open stores that cater exclusively to women in the next one-year. The company, which is paying special attention to women customers worldwide, opened the first of these outlets, branded Levi's Girls, in Bangalore three months ago.

The company said that globally 55 per cent of jeans buyers are women. In India, however, men account for 70 per cent of its buyers and women 30 per cent. Levi wants it at 50-50.