New Delhi: Almost a year after it launched the brand in the rest of the country, Levi Strauss India finally, announced the launch of Dockers in North India, on Thursday. This despite admitting that the North India market is the largest market with Delhi being the high potential city since it's home to a large number of corporates. ``The North Indian market promises to form a critical segment of Dockers' Indian business,'' said Mr Sanjay Gangopadhyay, general manager-marketing, Levi Strauss (India).Giving reasons for the delay, Mr Gangopadhyay said that the company had problems at the supply end and waited for the right time `to get everything right at one go.' The company's five manufacturing plants are based in South India.
Now, with everything in place, the company aims to corner a market share of about 25 per cent for the brand, in the khakis segment, by the end of first year of launch. Worldwide, the Dockers portfolio contributes 25 per cent to the total global turnover.
Though worldwide, Dockers is available for men and women as well, in India, the company has limited the range to men. The company is currently studying the women's segment, said the company officials.
Targeted at men between the age group of 25-35, the Dockers range includes trousers (Rs 999-Rs 1,999), shirts (Rs 449-Rs 1,499) and a range of accessories, like wallets and belts. The company has not made any price revisions following the Budget stipulation that levied 16 per cent excise duty on all readymade branded garments.
Apart from opening two exclusive Dockers stores in Delhi, Levi's also plans to retail the brand through select multibrand outlets. Interestingly, Dockers range is not retailed through the company's flagship exclusive stores Original Levi's Stores.
Docker's range is currently retailed in 26 select stores which include four exclusive Docker's stores in Pune, Kolkatta, Hyderabad and Chennai, franchisee stores as well as multibrand stores in the cities it is present.
The Dockers brand was launched in Mumbai in April 2000, followed by Bangalore, Pune, Calcutta, Hyderabad, Vijayawada, Panaji and Chennai. To support this new brand, Levi's has rolled out a new television commercial.
The campaign has been conceived and designed for the Indian market and created by the team at McCann Erickson, Bangalore.
Footwear next from Dockers?
Levi Strauss Ltd is striving for the complete corporate dressing market. In the latest bid, the company is eyeing the footwear market by launching its Dockers brand of footwear for men, in India. Dockers, said Mr Sanjay Gangopadhyay, general manager-marketing, Levi Strauss (India) is the largest licensed footwear brand in the US and Levi's India ``sees the possibility of bringing the range to India.'' The shoes are priced at $100 a pair in the US. However, if launched in India, the pricing would be reviewed.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
