LEVI STRAUSS AT ISPAHANI CENTRE

There is a new hangout in town for the youth of Chennai. Levi Strauss' second original store in Chennai has opened at Ispahani Centre, Nungambakkam, offering 'jeans lovers' a choice of over 2000 Levi's products. 

Boasting a clean and uncluttered display, it couldn't be any easier the company claims to slip into your favourite gear and BE YOURSELF. Suman Chatterjee, General Manager, Marketing, while inaugurating the new showroom said, "Levi's has and always will be the language of the youth to express themselves.  This store offers our young audience a complete new experience, that's simple and comfortable".

The store he added has been designed keeping in mind Levi's new design concept of retailing in India.  The design concept is said to provide a unique retail signature for the Levi's brand and endeavours to showcase the brand as pioneering, inventive and youthful.  The award winning firm, Checkland Kindleysides of UK, has created the new concept.

The concept has been inspired by the way in which fresh food is displayed and is hailed as the 'New Blueprint in denim retailing'.  The design looks to present the product in a fresh uncluttered way, using different folds and hanging techniques to give each product a different feel.  The core denim for example is hung and laid on fixtures like 'pasta' or 'spaghetti'.  A strong visual rhythm and individuality is created for the brand, when all these different techniques are viewed together.

The company says that the whole retail space has been designed to create a backdrop for the Levi's brand to express its individuality.  The architecture is simple and clean, the colour palette is limited to white, pale grey and aluminium, with natural tones for flooring. But what do the shoppers have to say?  The reaction on this front is mixed and sounds muted.  One person felt that it was too plain, while others appreciated the concept saying it was simple and looked neat and rugged at the same time.

The 1100 sq ft showroom which is slightly bigger than Levi's first showroom at Spencer's Plaza has the entire range of Levi's products Red Tab Jeans (Rs 999/- onwards), Tops (Rs 249/- onwards) and Accessories (Rs199/- onwards) in addition to the winter collection.

The Company

Levi Strauss (India) Pvt Ltd is a wholly owned subsidiary of Levi Strauss & Co., San Francisco, it markets the Dockers range in India. It was established in India in 1994, when it ventured into the youth segment of western wear for men and women by launching its products under the iconic brand name 'Levi's'.

It has since built a strong retail and distribution network spanning 33 cities backed by an equally strong sourcing base. The Levi's range includes the classical and legendary 501 jeans, double detached cargoes, woven shirts, knitted tops and accessories. The company, with 52 employees, is headquartered in Bangalore, has its sourcing base at Chennai. It exports the Levi's, Dockers and Slates range of products to the US, Canada, Mexico and several Asian countries.

The Levi's heritage dates back to the 1850's, when a tailor named Jacob Davis hit upon the idea of putting metal rivets on the point of strain of pockets so that they would not tear.  His trousers became a instant hit and he approached Levi Strauss (from whose wholesale store in San Francisco he was purchasing bolts of cloth) to obtain a patent on the process.  They received the patent in May 20, 1873 which can be considered the 'official birthday' of 'blue jeans'.

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