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Dockers to get national presence

Neha Kapoor

MUMBAI, July 3

WITHIN the next 18 months, Levi Strauss (India) Pvt Ltd, is aiming at establishing a national presence for Dockers, its premium brand of khaki wear, recently launched in India.

The men's wear range, launched in April this year, is aimed at the 25-34-year old, young adult segment. ``With the introduction of Dockers, Levi Strauss will now have a strong presence in two rapidly growing consumer segments in India: Levi's in the yout h segment and Dockers in the young adult segment,'' said Mr. C.S.Suryanarayanan, Country Manager, Levi Strauss (India).

The brand targets the premium segment of the market with a price range of Rs. 645-1295 for shirts and Rs.995-1695 for trousers. ``Of the 17 active fits available internationally, we provide seven trouser fits to the Indian consumer,'' said Mr. S. Gangopa dhyay, General Manager, Marketing, Dockers. ``Gauging from our experience so far, the Mumbai market seems to prefer the regular fit,'' he added.

``The range is divided into three categories _ Business Casuals, Smart Casuals and Active Wear. So we are giving the consumer an option of Dockers clothing for any time of the

day,'' said Mr. Gangopadhyay.

The Dockers range is available in four stores _ Vama, Pyramids, Shopper's Stop and Munnu's in Mumbai as well as a newly opened store in Bangalore.

By the end of the year, the company plans to take the brand to five more cities with exclusive showrooms like the two Levi's stores in Mumbai.

``We also plan to add more products to the range of Dockers accessories which will include wallets, belts, key holders, caps and socks,'' said Mr. Gangopadhay.

``The company will also work on expanding the distribution network for the Levi's brand which has grown from 66 outlets in 1998 to 100 at present. An expansion of the Levi's product range is also on the cards, especially the tops,'' said Mr. Suryanarayan an.