EMI’s drive Levi’s growth

An EMI scheme for premium denims on zero per cent interest, this was the offer made by Levi Strauss

India, to its Indian consumers last year when the specter of recession was hovering around the globe. This year, the brand is looking to join hands with four more banks to drive consumption growth. At present, the company has tie-ups with Axis Bank and HDFC Bank, where a buyer can pay the total amount over three equal installments using their credit card for a shopping value of a minimum of Rs 1,500.

With this scheme, Levi’s has seen a 50 per cent rise in its average value of transaction. Through this scheme the company is trying to expand its loyal customer base as well as tap into the client base of these banks. The brand was the first retailer to offer such a deal in India and now many other brands, gold jewelry chains and furniture retailers are following suit. Levi’s operates in the premium segment with prices ranging from Rs 1,399 to Rs 34,000. They also offer mid-priced denim under the brand Levi’s Signature. The denim major has collaboration lines with Indian designer Tarun Tahiliani and UK-based Damien Hirst and is also looking to bring in Jean Paul Gaultier next month to India.