Nov 24, 2009 01:47 PM
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(Updated Nov 24, 2009 02:03 PM)
Grooming
I do not believe in grooming! My only parameter of choosing attire would be “social desirability”. But as and when I have landed up in a profession that demands public facing and you are being viewed as a face of the organisation you represent; grooming started gaining importance in my life.
In short, in a circle where I do not have to sell my ideas and appearance, it is my first choice to catch hold of a casual wear. I just ensure that it is properly washed and if the hygienic quotient is up to the mark, colour, texture, matching etc. are those areas which I conveniently try to forget. Might be, this is the reason why I was forced to be in the company of books and music only during my formative years as they never demand “you should carry yourself better”
Brand
I was socialized with gun on my back and hence I was looking out for something which suits my system. I was not guided by the “brand consciousness” till when I started associating myself with “Levis”. The transformation from “knickers to denim” is a stage where in majority of boys develops a “cow boy” syndrome. My wavy hair was combed in such a way that I resemble a malnourished Clint Eastwood. What I wanted was a pair of Jeans but as I challenge the gravitational force of our planet by around 187 CM up, it was difficult to choose a ready made jeans. (This was the story before ten years in a rustic town in south). But, I got my solution – that was my brand “Levis”
Company with rich heritage
While choosing a product, normally we do not delve more regarding its heritage. But, being a management student, always the history of Levis enticed my attention. Good old proverb “necessity is the mother of invention”. During those days of Gold Rush in California, there was a shortage of everything including pants. The German immigrant Levis Strauss came up with the rough and tough kind of blue jeans that was appreciated by mine workers as it lasted. Mine workers choice became the choice of the globe in a few years. Thanks to the Western Movie protagonists like Gary Cooper, Roy Rogers who added a flavour of romanticism and macho image. Apart from all this, they have revolutionised the concept of clothing with their innovative and holistic market approach that lured larger public.
Key differentiators
Style - Levi’s brand offers a wide variety of choice for you. If you are a lover of vintage and classic kind of attire, nothing can beat the good old Levi’s 501 which gained the synonymous status of blue jeans. Perhaps this is a brand that might have enthused maximum experiments from where even other brands might have born. Still, the good old Levi’s 501 retain its original charm.
Size Also, it caters to the need of almost all possible of permutation and combination that might result in your body shape – Whether you are peer shaped, athletic, pot bellied ---- you got a solution with Levis. Cut (original shape of the jeans) and Fit (how well the fabric fit size wise) are two parameters on which you can bet on this brand. My judgment is based on a decade’s experience with this brand where it helped me to carry myself better during obesity and slenderness.
Colour Dark blue is my favourite but Levis provide myriad choices. One drawback would be when you have to ape Govinda or Quick Gun Murugan, this brand might not help you. (Not forgetting, once I came across a coral coloured jeans but still hard to believe that it is from Levis). Apart from striking fluorescent shades, it has got wide variety of choices that might go with any kind of top or shoes.
Fabric Quality They use fine yarn vetted by stringent quality professionals. Once I happened to interact with an outsourcing partner of Levis where in they were complaining about the rate of rejection based on quality parameters. Any average product from Levis will withstand any sort of jagged acid wash or stone wash. If you try to experiment any kind of change in colour, tattered patters using your ideas; that is going to be detrimental. “Conjuring tricks” will remain as the privilege of manufacturers. After all, that is the credibility factor of a brand.
Clothing experience with different flavour Here I miss another brand from Levis -“Dockers”. They have opened a few show rooms in India but soon the project was called off. It consist of those sort of dress that comes as an alternative for normal trouser and Jeans that offers more than any of the other brands can offer. The cost of the fabric was the major impediment and might be for that reason; they might have stopped marketing in India. I still treasure a wrinkle free trouser that I could manage to purchase with some effort. The real class of clothing experience is possible through Dockers. I am not sure whether they have re launched in Indian Market but I strongly recommend this brand to all who aspire for a different clothing experience. Comfort, style, elegance – this is what Docker delivers!
Signature is another premium brand which is gaining momentum in India. Seems, they are focussing more on women’s wear as of now. Indian women are “brand conscious” and if Levis decided to capture their needs, it could be an exercise to build a niche across the globe.
If you are not much conscious about the minute aspects that define style quotient, the micro analysis of a fabric might not interest you. You might find in Lee, Wrangler etc. to be cost effective options. To a great extent, all leading brands of this sort are enough and more for our basic requirements.
Quality comes with its price and if you don’t mind to experience what a superior brand offers irrespective of bothering about the price tag it carries, it is always Levis.
As Gore Vidal says “Style is knowing who you are, what you want to say and not giving a damn”. Define your style quotient and choose your brand.
