Benetton Emerged As The Top Fashion Brand In India Leaving Behind Levi's

Sanjay Purohit, managing director at Levi's India, says, "The financials reflect significant revenue and costs impact associated with the phase out of the Denizen brand." He added that the elimination of Levi’s labels like Dockers, Sykes and Signature has helped then to focus and increase the investment level on the Levi's brand.

Benetton on the other hand has a host a new products like shoes, accessories and undergarments, rather than just clothing.

"The stores expansion we have done in the smaller tier-II and tier-III towns in the last 4-5 years are now bearing fruit and driving like-for-like growth," Sanjeev Mohanty, managing director at Benetton, India, says. "Department stores and e-commerce have been the fastest growing channels and have allowed us to reach a new set of young consumers," he adds.

Indian retail market which has shown a sharp increase in the demand for several western brands has increased. The sale of apparels in India is expected to increase 3.8 times to $225 billion over the next seven-eight years, according to a 2012 report by Boston Consulting Group.

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