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
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.
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.
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.
licensees for the South are Poshak Industries, a company
that belongs to the RK Industries and PS Apparels group.
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.
company said that globally 55 per cent of jeans buyers
women. In India, however, men account for 70 per cent
of its buyers and women 30 per cent. Levi wants it at