The readymade garments company already has two exclusive stores in Hyderabad and Calcutta and is planning to open one in Chennai shortly. That will be followed by stores in the north-it plans to have at least 10 exclusive brand stores in the next 12 months, according to Mr Sanjay Gangopadhyay, general manager-marketing of Levi Strauss India. All these stores would be franchisees, he said.

A typical DOS would be around 1,000 sq ft and reflect the brand personality of Dockers-understated elegance and casual confidence, says Mr Gangopahyay. The store will have more space to display the entire range of the brand and create zones for different fits and categories, so that a consumer can walk straight to the fit and category he wants. The stores will have a brand wall, which will talk about the history of the brand etc and a Dockers fit guide displayed prominently. The stores will have trained staff to help consumers decide which fit would suit them best. The highlight zone in the store would display the latest offering of the brand.

Besides exclusive stores, the brand will also be present in around 60 other multi-brand premium retail stores across 20 cities in the country. It is currently present in 17 outlets in Delhi, Mumbai, Calcutta, Hyderabad, Chennai, Bangalore and Pune. After establishing itself in the metros, it plans to go to second-rung cities like Visakhapatnam, Ludhiana, Coimbatore etc.

By next year, the company expects Dockers to garner at least 25 per cent of the premium readymade trouser market in the country, estimated at one million pairs, with an average price of over Rs 1,000 per pair. To reach the target, the company had recently unleashed a TV campaign and is doing localised print and outdoor advertising campaigns to coincide with its launches in each city. The brand will also associate itself with events that have a strong association with the brand-sports like golf, theatre, music concerts etc. It will also take fashion show across the metros.

Targeted at young executives in the age group of 25 to 35 years in the SEC A segment, the brand is priced at Rs 645 to Rs 1,295 for shirts, Rs 995 to Rs 1,995 and Rs 245 to Rs 595 for accessories like shoes, socks, undergarments etc. The trousers are available in five different fits and six shade variants.