Levis Upgrading Customers to Premium Brands

American Jeans retailer Levi’s is eying to double the revenue share from premium denim brands in India from 5-6% previous year to 10-12% current year. Levi’s has introduced four new product lines – Levi’s Red Loop, Levi’s Blue, Levi’s Red and Levi’s Vintage Clothing to achieve this target. All of the above are priced between Rs 4,000 to Rs 10,000.

Mr Shyam Shukla, Director Marketing of Levi’s India said,

There is a major market for the premium segment of denim mainly due to increasing affluence of the middle class fueled by economic growth. An increasing number of people are willing to pay much more for a pair of jeans.

Levi’s jeans is sold through 600 purchase points of which 175 are exclusive Levi’s outlets. Delhi NCR and Mumbai are its biggest markets in India.

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