Levi’s is synonymous with the word ‘jeans’ and its importance cannot be downplayed in the denim market. Although Levi’s was first launched in 1873 in San Francisco, the brand made its presence felt in Pakistan almost 10 years ago. However, on Wednesday the Levi’s brand introduced its first global store at Dolmen Mall, Clifton.
Mohammad Usman, the Head of Sales and Marketing at Levi’s Pakistan, said, “This is the first Levi’s store in Pakistan with a truly global format — which means that the clothing range will not be customised for the Asian market and all items will be the same as seen in all the international stores of Levi’s. We want to give our customers an international feel and universal appeal, hence the launch of this store.” But with 10 years behind them, and plenty of stores scattered in Pakistan, how this store will be any different from the others, Usman asserted, “What you see at The Forum or elsewhere at a Levi’s store was more specific to the Asian market dynamics, but as a brand, we have now moved way ahead. Now we want our customers to have a Levi’s brand experience within Pakistan without having to venture outside the country.”
Splash
Splash, a brand that launched in early 1990s, now has 140 stores in 12 countries and has won six brand awards in the Middle East to date, has finally entered the Pakistani market. After hosting a first soft launch a week ago in Lahore’s Gulberg Mall One, the brand celebrated the grand opening of its flagship store on Wednesday at The Emerald Towers, near Two Swords, Clifton. Splash has been introduced in Pakistan by Abid Umer, CEO of Al Karam, who was also the driving force behind the launch of Lifestyle store at the same location a couple of months ago.
When asked what made him bring the brand to Pakistan, Umer stated, “The youth is becoming a dominant segment of the market and Splash has become a fashion treat at an affordable price for youngsters living in the UAE and now its Pakistan’s turn to get that kind of fashion exposure.”
According to Umer, young people will not have a problem in affording the brand, as the prices are the same as in all the locations. However, for customer Pinky Durrani, “The brand is certainly not as affordable as it is in Dubai. Why should I pay Rs3,000 for a top, when I can find it at a comparatively lower price in Dubai.”
Published in The Express Tribune, March 2nd, 2012.
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good article. but poor headline. kind of undermines Splash