The Hindu Business Line : Just for women

LEVI Strauss will open stores exclusively for women in the next 12 months across the country. The company, which is paying special attention to women customers worldwide, opened the first of these outlets, branded Levi's Girls, in Bangalore three months ago.

"The plan is to have two to three stores in every city," said Mr John Anderson, President, Levi Strauss-Asia Pacific Division. Speaking to Business Line at the launch of its Signature brand, he said that globally 55 per cent of jeans buyers are women. In India, however, men account for 70 per cent and women 30 per cent. Levi wants it at 50-50.

The company is also mulling the idea of opening Levi's Girls shops-in-shops in departmental stores, he added.

The standalone women's stores are designed differently from the Levi's stores. There are larger changing rooms and accent on better service as women seem to want more attention from salespersons than men, Mr Anderson said. The interiors are also in softer colours to create a special environment, he added.

On trends in women's jeanswear, Mr Anderson said that Levi's introduced new products every four weeks as against six weeks for men. "Women shop more often than men and I suspect we will need to give them new products every week," he said. For the last three years and for the next one or two, low-rise jeans will continue to ride the wave, along with the boot cut and tighter silhouettes, he added.

The prices in the women's stores for denim and non-denim clothes will range from Rs 1,300 to Rs 4,999. In some countries, these stores contribute as much as 50 per cent to Levi's business, Mr Anderson said.

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