In the ever-evolving world of fashion, some brands manage to transcend time, remaining not just relevant but thriving and setting the bar for generations to come. Levi Strauss & Co. is one such iconic name. With its denim legacy stretching back 170 years, the brand is a symbol of authenticity, innovation, and sustainability. Today, Levi's is not just a global sensation but also a glocal (global-local) brand, with a special focus on India. In a conversation with IndianRetailer, Amisha Jain, SVP & MD of SAMEA (South Asia, Middle East, and Africa) at Levi Strauss & Co. delves into the brand's journey, motivations, and strategies that have paved the way for its remarkable success in the Indian subcontinent.

Levi Strauss & Co. has its roots deep in American history. Founded in 1853, it laid the foundation for modern jeanswear. But what sets Levi's apart isn't just its rich history; it's the brand's unwavering commitment to core values. Jain emphasizes, "We believe in delivering profits through principles, striving to make a positive impact on the world while creating value for our stakeholders." It's this commitment to doing well while doing well that continues to define Levi's, both globally and in the Indian context.

India's Growing Love for Levi's: A Success Story

In the pursuit of growth and adaptability, Levi's made a strategic move - localizing production in India. Jain explains, "Our decision to start manufacturing locally in India was driven by several factors, primarily centered around diversifying our global supply chain and ensuring that our operations are set up to best serve our consumers." India's skilled workforce and growing manufacturing potential made it a logical choice. This step not only enhanced the brand's agility but also played a role in India's economic development by creating skilled job opportunities.

India, with its young and dynamic population, presented a promising opportunity for Levi's. In recent years, the brand has witnessed remarkable growth. Amisha Jain reveals, "The Levi’s brand has increased nearly 50 percent in India compared to pre-pandemic revenue levels, making India our sixth-largest country and now the largest in Asia." The success in India underscores the brand's conviction and the relentless pursuit of excellence by its partners. Levi's now boasts over 420 locations across more than 150 cities, making it accessible to fashion enthusiasts across the subcontinent.

To thrive in the diverse Indian market, Levi's offers a range that caters to various consumer preferences. Amisha Jain notes, "Our target group in India encompasses a diverse range of consumers from fashion-forward urbanites to individuals seeking timeless classics." The brand's local team has been instrumental in curating a product assortment that includes a wide range of tops and bottoms, adapting to the preferences of the Indian consumer. Furthermore, the partnership with Bollywood superstar Deepika Padukone has added a local touch, strengthening the brand's connection with Indian consumers.

Sustainability and Local Sourcing

Levi's commitment to sustainability isn't limited to values alone. The brand actively seeks to source materials and resources locally in India to reduce its carbon footprint. Jain remarks, "In India, most of our products are locally sourced." This approach not only aligns with global sustainability goals but also resonates with the Indian consumer's growing preference for environmentally responsible brands.

As Levi's continues to conquer the Indian market, it has been strategically expanding its retail footprint. India is primarily a franchise market, and Jain highlights that the recent growth reflects the belief of partners in the power of the brand. During the pandemic, franchisees took a bold step by doubling the Levi's brand square footage in key malls across India, recognizing the long-term opportunity they see.

The brand's online presence is also growing. Levi's launched Levi.in as part of its digital transformation efforts, capitalizing on the burgeoning e-commerce trend in India. The global capability center in Bangalore plays a pivotal role in this transformation, leveraging technology to enhance the direct-to-consumer experience. Levi's is constantly innovating to cater to evolving Indian preferences, embracing trends like athleisure while staying true to its denim roots.

More Than a Denim Brand

In India, Levi's isn't just a denim brand; it's a lifestyle. Jain says, "Levi's is seen as being 'more than a denim brand' and as a full lifestyle brand." The brand's commitment to timeless head-to-toe lifestyle products that remain stylish and relevant over time has set it apart from the competition. With a brand-led strategy focused on direct-to-consumer (DTC) and a diversified portfolio, Levi's continues to stay ahead of the curve.

Levi's has exciting plans for India's dynamic retail landscape. Amisha Jain reveals, "In 2023, we will invest more in Asia, towards growing markets like India, besides Latin America as we see significant opportunities for growth and we would like to capture these opportunities." The brand will expand its product portfolio, enhance its e-commerce platform, and invest in technology and innovation to elevate the customer experience. Globally, Levi's will continue to build a strong, authentic brand, invest in product innovation and design, and focus on innovative customer experiences and collaborations.

The Future

The future of global apparel brands in India is on the cusp of dynamic transformation. With the growth of shopping malls and the rise of e-commerce, brands will have greater access to a wider consumer base. Consumers are increasingly seeking authentic and sustainable fashion choices, creating opportunities for brands aligned with these values. For global brands like Levi's, embracing local preferences and offering innovative customer experiences will be essential to thrive in India's evolving retail landscape.

In the heart of it all, Levi's continues to weave India into its denim tapestry, creating a harmonious blend of global style and local relevance. As the brand continues to innovate, expand, and adapt, it's poised to be a timeless favorite in India's fashion story, just as it has been for the last 170 years.