Levi Strauss & Co, the global major in denim wear, hasrestructured its Indian operations. The much renowned design studio based in Bangalore, which was reporting into the Asia-Pacific headquarters, will be now be reporting to the global headquarters based in San Francisco. This move has been slowly happening over the past few months. Experts say, this indicates a gradual move to reposition Levi Strauss’ India operations and in specific a restructuring of Asia-operations.
Levi’s, which reported revenues of $4.8 billion by end of 2011, has been facing some tough times due to economic slowdown in the West and has been working on measures to manage costs as it faces intense competition and steep increase in input costs. Analysts say the design studio in Bangalore is one of the highly coveted places for top-notch designers and has been involved in some of the latest products from Levi Strauss. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s, Signature by Levi Strauss & Co, and Denizen brands. While it wants to improve profitability during the tough times by delivering compelling products relevant in the local markets, they would also look at pruning of operations in few hubs in the Asia-Pacific region.
The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co in 1873, the brand has become the most recognizable and imitated clothing in the world capturing the imagination and loyalty of people for generations. The range of leading jeanswear and accessories are available in more than 110 countries.