I think there are 3 Levi's squares in India. One each in Delhi, Mumbai and Bangalore. A few days back I just happened to chance into one of the stores during a rather prolonged shopping trip with my sister. I have been to the Levi's Store often, during the time that I used to do shopper research and therefore was quite aware of the structure of the store.
Upon entering this store, the ground floor generally has the 'Red Loop' line of products, which is the higher end of the price line at Rs. 3000 and above. The second floor has the 'Sykes' line which is priced between Rs. 1500 and Rs. 3000. The top floor has the 'Levi's Red Tag', the lower end of the price line with products in the Rs 1000 range. I used to think that it was a good means of ensuring that the high priced Red Loop range got some hits.
When we went into the store to shop, my sister had a look at the Red Loop line and got rather put off and was at the verge of leaving the store. Were it not for the fact that I was aware of the lower priced range being available on the upper floors, they would have lost a customer. Is it prudent to make the shopper go through the most expensive offerings that you have before they can get to the not so expensive ones, I have my doubts.
An apparel store has only so much time to capture the attention of the shopper, when the shopper enters the store. If at first the best value is not offered, most often, shoppers would go look elsewhere. Besides, in this case their premium segment of clothing would be shopped by the high end crowd, would they not want certain degree of privacy, rather than a floor that is being used as a thoroughfare?
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