Now, get jeans on EMI | fashion and trends | Hindustan Times
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Now, get jeans on EMI

One usually associates EMIs with electronic gadgets, cars and flats. In a bid to change popular perception, Levi’s has announced a scheme that enables one to buy denims and pay in installments.

fashion and trends Updated: Aug 27, 2009 15:58 IST
Sujata Reddy

One usually associates EMIs with electronic gadgets, cars and flats. In a bid to change popular perception, Levi’s has announced a scheme that enables one to buy denims and pay in installments.

Hand in hand
The brand has tied up with ICICI bank for the same. So a customer can swipe his/her ICICI credit card and convert the purchase amount into three installments and pay zero interest. The total amount, however, has to exceed Rs 1,500, which will be split into three parts and added to your next three credit card bills.

The scheme is apparently designed to get a majority of denim patrons hooked on to branded wear.
With ripples of the economic slowdown still being felt all over the country, Levis, informs an employee who is not authorised to comment, wanted to make branded denims affordable.

“Cutting down on the retail price was not an option, but this is a great move,” brims the manager of a city Levis store. The scheme is apparently valid only in Levi’s stores in Bengaluru.

Whether or not the scheme trickles to stores countrywide depends on the response in Bengaluru.
Levi’s Strauss is known to have pepped up the fashion scene back in the 1930s (during the Great Depression) by converting denims — till then associated with muddy work wear — to a trendy outfit. With its new marketing venture, is the brand trying for another first?