Levi Strauss (India), the denimwear brand, has planned to add new product categories under its non-apparel segment and will launch deodorants under its ‘Dockers’ brand. The deodorants will be priced at Rs 2,000 per 100 ml bottle.
Confirming this, Shumone Chatterjee, managing director, Levi Strauss (India) Private Ltd , said: “Focussing on innovation in the existing product categories and non-apparel products is important to boost our business. We are already the largest player in jeans and casual wear, so we have to think of other avenues to push growth in future.”
The company also plans to undergo a makeover in its store designs and merchandise display. “We will reshuffle our merchandise display in stores. The look of the stores and décor will also change to accommodate changing consumer preferences. Also, the stores will make use of technology to make purchases and decision-making more easy,” Chatterjee informed.