Levis ka new Khiladi !
News is abuzz about the latest brand ambassador for Levis in India , Akshay Kumar ,must say that as an avid Levis watcher this blog believes that there is buzz thats been bought back into the brand .For a legendary brand that has sadly seen its fortune only slipping down globally ,with its strongest market US ,beating it black and blue the only Bright spot continues to be India for their global operation ! Thus the need for creating this new buzz ,which surely must have , cost them a bomb ,blogs estimate is nothing less than 10 crore paycheck to Akshay .
Its surprising that they have used their oldest legendary product 501 as the product hero , the buttoned jeans for this campaign Will it work ? well thats a good question as there is no doubt that there is suddenly SOV for the brand , however the product is nothing new ,so Levis expects consumers to wakin to their stores just by the unbottoned campaign ,which according this blog wouldnt /mite not happen .The next scenario would be of high footfalls but No buy , thats a possibility as most of the Levis stuff sometimes doesnt fit the Tg walking in ,Levis should do a thourough demographic study of the age profile of the visitors into the store and the buyers from the store ,there is a disconnect between the merchandise and , say >35 age consumers walking in have hardly have much choices , and the Youth segment which Levis claims to be catering to hardly walks in to their stores check it out !!So in a such a scenario the Merchandise play at the stores would be key .
Levis success story has been in India for their global operations as mentioned before , Levis India continues to be in a HOT spot , although there is no published report on their profitability ,it must be under tremendous pressure considering the huge retail ramp up they have done in India , they have stores in remote Calicut even too now ! The last time Levis got a boost in India was when controversy dogged them with their "dangerously low campaign" , this time things seem to be much more sober ,however keep an eye on the female models hand in the print campaign ! Lets wait and see whether Akshay really becomes a Khiladi for Levis ,watch this blog for more details .Levis seems to have got the timing wrong as the entire environment for retail business is extremely lukewarm currently !
Watch the Levis advt :
posted by Indian Marketing @ 10:14 PM
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