Levi’s exiting multi-brand outlets to build exclusive factor

Levi’s Strauss & Co. is planning to retail exclusively from its own stores instead of multi-brand-outlets (MBOs) in an effort to make the brand more exclusive. The company has already begun to phase out many of its 460 MBOs and is gearing up to increase its exclusive stores from 110 to 250 by end 2007 across the country.

According to Shumone Jaya Chatterjee, Managing Director of Levi Strauss & Co.,

“Levi’s is positioned as an aspirational brand, and distributing it through multi-brand outlets, has eroded the brand equity. The feed-back from consumers is that an MBO approach does not deliver Levi’s feel and experience.”

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