Levi launches Signature jeans

Levi Strauss has chosen south India as the testing ground to introduce its new brand of jeans, 'Signature', which is aimed at college goers and priced at a level to compete in the mass market for denim.

Addressing a press conference on Wednesday, A T P Ramani, business head of the company, said, "We want to take our product to tier-II cities also at an affordable cost and so we planned to introduce a product in the standard segment. This launch in the South Zone is on a trial basis and based on the results, we will carry it forward at the national level." Signature is priced between Rs 599 and Rs 899.

The product distribution of Signature would be done through the establishment of 200 exclusive outlets and 1,000 multibrand outlets which would be set up in a year's time, added Ramani.

Signature follows the quasi-licensing business model through which Levi Strauss will retain control over marketing, quality and product development while the licensee will be responsible for production, sales and logistics.

Commenting on the future plans, Shumone Jaya Chatterjee, managing director, said that Levi's has plans to add up the cargo variety to its product range by the end of this year. "We also plan to introduce jackets before the onset of next winter season," Chatterjee added.

To tackle the grey market menace, Levi has used holograms in its products and the Radio Frequency Identification technique has been implemented in Mexico on a pilot basis.