This follows a consumer research conducted by the company which revealed that its target consumer was looking for more options than just denim. This, the company is quick to clarify, does not imply a slowdown in the denims category. ``The basic five-pocket style is decreasing, but denim is not dying,'' says Kshitija Krishnaswamy, marketing manager, LSIL. In fact, she points out that LSIL's denims have grown by 26 per cent during December -March '99 as compared to 18 per cent during the corresponding period in the previous year.

Last week, it launched its first offering in the non-five pocket styling - the six-pocket Cargos as part of the Levi's Workers line. The range is hip and relaxed and includesseven styles of Cargo pants in denim, twill and gaberdine. While the non-denim range includes cargo shorts; loose cut and sew cargo pants and loose cargo pants; the denim range includes koveralls, cargo shorts, army pants and mechanic pants. To support the Cargo launch, a high impact and high visibility print and outdoor campaign - released today - has been created in India with new faces and new photography techniques (see box). Curiously, the Cargo range too is priced at Rs 995 onwards and this is being communicated in the Cargo campaign reaffirming the fact that LSIL's price positioning strategy launched last year with the campaign ``Easy to Get in...at Rs 995' has worked. ``We never reduced our prices. Our products were always priced at Rs 995 onwards, we just communicated that in an effective manner,'' says Krishnaswami. Adds she, ``Nevertheless, the Rs 995 campaign has really worked for us. It has almost doubled the bottomline.'' Not willing to divulge any figures, she however says that the company hasgrown over 15 per cent in volume during 1998.

The company plans to launch a new women's line by the end of July. ``We see women's business as a major opportunity - we should be leveraging it,'' says Krishnaswamy. LSIL feels the current range for women is very limited and plans to bring out a `complete look' for women including accessories. LSIL's other focus area will be tops. ``We've found that consumers look for two or three tops at a time. So why not cash in on that,'' says Krishnaswamy. The company is going to increase the production of tops from the current 30 per cent to 40 per cent. The Cargo line, for instance, is being complemented with a wide range of tops in exciting styles and colours.

The company is also planning to bring two other brands - Dockers and Slates owned by the parent company Levi Strauss & Co -- to India this year. ``The entire Levis range is available to us. We're studying the market currently,in another two months, we'll finalise our plans.''

LSIL, which set up shop in Indiaduring 1994 has 69 outlets in 27 cities so far. This includes exclusive outlets branded the Original Levis Stores (OLS), multi-brand outlets and three factory outlets.

By the end of this year, Levi's plans to add 15 more outlets and expand tothree more cities to total its reach to 30 cities.

...And bring alive the brand
Rolling off its advertising and publicity campaign with a print campaign (released today), LSIL plans to build excitement around the brand by associating Levi's Cargo with Sony Music's FatBoy Slim's new album You've come a long way, Baby. To be released in early May, the excitement will be taken to the streets, in the stores and on TV. The Cargo print campaign, created by McCann Erickson, Bangalore, has been shot by the Italian photographer Mino La Franca in various unique locations in Mumbai: atop a Volvo truck, on a Container Forklift and against a Cargo ship.

The visual treatment of the campaign is very contemporary and distinctive, the mood upbeat and fun. The pictures,bright and colourful, depict groups of young people having fun. The bold use of bright and saturated colours serves as a backdrop to highlight the neutrals of the product.

The headline `More leg room. More luggage space' expresses the functional attributes of the product - comfort and space - and captures the spirit of fun and comfort. The campaign links these two aspects and portrays the product in a unique context, in a manner that is alive and fun.

Further on May 8 and 10, consumer promotions will hit seven cities - Bombay, Madras, Hyderabad, Bangalore, Delhi, Pune and Calcutta - where a Levi's rucksack will be given free with every purchase of a Cargo product.