Levi's notes Indians prioritize quality over price

26 April 2023, Mumbai 

Indians are no longer price-sensitive and are looking for quality products. The casualization trend among young Gen Z and millennials present a big market opportunity, particularly in women's fashion, according to the Indian office of iconic jeanswear brand Levi’s.

What all you need to know

Levi Strauss & Co, the American denim brand, is looking to expand its market in India by positioning itself as a one-stop apparel shop for young consumers.

The brand aims to become a holistic lifestyle apparel company by deepening its non-denim offerings, which is also part of its global strategy. Despite the move, Levi's will still focus on denim, as there is a largely untapped market for denim in India.

Asia, excluding China, led by India saw a 22% growth in net revenues for the company in Q1FY23.

Levi's historically had more male customers in India, the new positioning may help the brand to reach the next level.

Latest Textile Events