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Bangalore March 5 Dockers will pursue an aggressive retail push in the country enabling consumers to experience a `luxury lifestyle' brand. Travel, style and adventure will form the themes around which Dockers will now be positioned.

"This repositioning exercise was launched a year-and-a-half ago in other parts of the world starting with a pilot in Turkey. Now we have about 50 stores that have taken this format," said Mr Alan Hed, President, Levi Strauss & Co's Asia Pacific Division.

Inaugurating the 5,400 sq ft store (the largest Dockers store in the world) in Bangalore today, Mr Hed said that in the next few months, Dockers would launch denims, followed by women's wear and accessories in 12 months time.

Mr Shumone Chatterjee, Country Manager, Levi Strauss India Pvt Ltd, said that encouraged by the growing demand for premium products in Tier II cities, the company is working on a retail expansion strategy to be present in the country's top 30 cities soon.

"The premium apparel category (Rs 1,500 plus) is far larger than we thought it was: close to Rs 2,000 crore."

More Stories on : Outlook | Retailing | Readymade Garments

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