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India : Levi Strauss Offers All That Goes With Jeans |
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2003-8-22
Denim and khaki apparel maker Levi Strauss has expanded its offerings in India by foraying into the accessories segment, reports The Economic Times.
Initially the apparel major will offer caps, belts, wallets and socks
to consumers, but will also introduce leather goods, inner wear,
footwear and watches eventually. Accessories would be available under the Levi and Dockers brands.
Mr C S Suryanaryayanan, managing director, Levi Strauss India, said that the decision to launch accessories in India is in line with the company’s global vision of “clothing the world”. He also said that accessory are mostly an impulse purchase and the company is employing a different strategy from its apparel foray. Mr Suryanaryayanan said Levi Strauss accessories would initially be available across 300 outlets, before extending the reach to over 3,000 stores by December this year. Levi Strauss is working with The Primus Company for accessories distribution.
While the size of the accessory market was unavailable, Mr
Suryanaryayanan said that it was dominated by regional players. He also said that this market was estimated to be growing by 50% annually. Levi Strauss expects its range of accessories to be a substantial revenue generator. Globally, under the Dockers sub-brand, accessories account for 20% of sales.
According to Mr Suryanaryayanan there are several other promising areas for Levi Strauss. He said both children’s wear and women’s apparel and accessories were on the company’s radar. In India, women’s wear is said to account for around 23% of the company’s volumes. Levi Strauss aims to introduce accessories such as handbags and scarves in India in future.
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