The company also plans to strongly focus on introducing new below-the-line activities in Mumbai, Delhi and Bangalore through Levis 501 Mobile Truck to exhibit Levis 501 jeans with new fits and 18 new finishes.
In fact, the objective behind the companys new marketing move is to spur more volumes of Levis 501 jeans, a pair of which requires 1.57 metres of denim, 191 metres of thread, five buttons, six rivets and 37 separate sewing operations.
At present, Levis jeans are being marketed through 40 exclusive outlets and 380 multi-branded outlets in 75 towns, Levi Strauss (India) Pvt Ltd marketing director Shumone Chatterjee told FE.
As part of the pricing strategy, Mr Chatterjee said Levis 501 for men are available in Regular Leg and Comfort Straight fits and in eighteen finishes ranging from classic blues to distressed vintage washes priced between Rs 1,701 to Rs 2,501.
In addition, Levi Strauss (India) has recently announced its plans to focus on low-priced street-wear product initiative called Levis Sykes priced between Rs 700 and Rs 900.
According to Market Search India Pvt Ltd CEO Sundar Rajan: Companies need to continuously innovate and reinvent the jeans brand to keep their target audiencethe youthengaged. Levi seems to be moving in the right direction.
Levi Strauss (India) is also planning to launch a new mass media ad campaign soon to create awareness about the Levis 501 jeans.