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Jabong, the online fashion portal, has decided to discontinue several low-margin brands from its online platform, which includes three-fourth of its private labels. This is being done so that it can trim losses while positioning itself as a platform only for premium lifestyle products. 
 
A unit of German e-commerce incubator <a href="http://www.businessinsider.in/Rocket-Internet-invests-300-million-Euros-in-Jabongs-parent-company-GFG/articleshow/52075838.cms">Rocket Internet</a>, Jabong will now focus only on top 200-300 brands, as per a top company executive. 
 
"We had spread ourselves too thin and now we are shrinking our portfolio," Sanjeev Mohanty was quoted saying. Mohanty, who was earlier associated with Italian fashion brand Benetton, had joined Jabong as its MD six months ago. "We are sharpening our positioning and opting out of lower price point brands and labels," he added. 
 
Jabong had managed to reduce its losses to about a third in 2015, and brought it down to Rs 46.7 crore from a year ago, however, sales growth were slowed down to 7% at Rs 869 crore. 
 
Also read: <a href="http://www.businessinsider.in/Jabong-has-no-buyers/articleshow/51839070.cms">Jabong has no buyers, not even at the unbelievably low price of Rs 663 crore</a> 
 
The lifestyle portal is also said to be expanding its ethnic and sports portfolio, Mohanty added. 
 
Even though this move could mean an initial loss of customers, this would also mean that <a href="http://www.businessinsider.in/Jabong-gets-20-million-in-fresh-funding-round/articleshow/51223168.cms">Jabong </a>creates for itself a unique identity, like its <a href="http://www.businessinsider.in/Say-goodbye-to-huge-discounts-as-Myntra-Jabong-wants-to-make-profits-now/articleshow/50768977.cms">competitors </a>have done or are trying to do. 
 
"It is good to consolidate the brand portfolio using analytics and understanding of customer preferences. This could even help in a clear value proposition to the customers. Brands need to provide either revenues or margins or variety to the platform" said Sreedhar Prasad, partner - e-commerce, at KPMG. 
 
<a href="https://jabongreviews.files.wordpress.com/2012/06/img_4129.jpg">Image source</a>

No more low-margin products on Jabong as it switches focus from portfolio to profits

<ul><li>With a 167-year legacy, Levi Strauss has outlived a Civil War, two world wars, the Great Depression and the Great Recession. And it is confident it will come out of the current crisis even stronger.</li><li>We talk to Sanjeev Mohanty, MD – South Asia, Middle East &amp; North Africa, <keyword id="163329" type="COMPANY" weightage="20" keywordseo="Levi-Strauss-Co">Levi Strauss &amp; Co</keyword> who tells us what the brand has been doing to minimize business impact and how it is adapting and preparing for a new retail experience for the post-Covid world.</li></ul>As lockdown norms are slowly getting relaxed across the country and malls and showrooms are slowly opening up, people are feeling a semblance of normalcy. While the last couple of months have been difficult for businesses across the spectrum, people are now working on strategies to minimize the impact. For retail brands, things will be very different. With a lot of safety guidelines in place, players will need to wait and watch how consumers behave in the post-Covid world. There is still a lot of uncertainty about when people will finally feel confident about visiting physical stores. So in such a scenario, how are retail brands preparing for this uncertain future? We recently caught up with Sanjeev Mohanty, MD – South Asia, Middle East &amp; North Africa, Levi Strauss &amp; Co who has been heading the 167-year-old brand in India. We tried to understand how the brand has been handling the crisis and how they are preparing for a changed world. He also talks to us about Levi’s’ recent Circles campaign and how it was aimed at spreading a sense of togetherness at a time when we have lost that personal touch with people. Excerpts: Q) Levi’s Circles campaign has been gaining a lot of traction on social media, thanks to a lot of known social media influencers being a part of the campaign. How important are influencers in your entire marketing mix? How did your marketing mix evolve during the lockdown months? COVID-19 has changed the world around us and, due to lockdowns or social distancing, in a way we have lost our sense of togetherness. It reminded us of our Circles campaign which we released back in 2017, a campaign that celebrated our human connection. The campaign was a reminder that our differences unite us and if we hold on to all that we share in common, we can find our way back to each other. We’ve adjusted the message slightly for this new moment. We felt it would ignite hope and show the strength of human connections and to bring people to believe that One Day Soon We Will All Dance Together Again. Our fans are spending more time online amidst the lockdown and that is where we wanted the conversations to happen. We are hopeful that the campaign will be well received. Q) The world as we knew it has perhaps changed forever. The post-COVID world will be very different, and so will be the consumer’s expectations from different brands that have been a part of their lives. As a brand, how are you prepping up to meet these uncertain expectations of the future? Will you focus more on your online presence now considering demand on e-commerce sites might get a larger push? As we continue to work hard to stay connected digitally — we have started the next phase, reconnecting and the reopening of our stores. We are rolling out new processes and social distancing and cleaning policies across all our stores. We are seeing a great response on e-commerce and our recent launch Levi’s® X SuperMario™ has been a hit, our fans have loved it. Every crisis is an opportunity and we are taking this time to accelerate our e-commerce capability. Q) What kind of changes do you anticipate in the retail world once the lockdown is called off completely? There will be significant changes to the landscape and every day is an opportunity to learn, to adjust, to adapt and then to learn again the next day. As we reopen, it won’t be “business as usual.” Shopping and buying behaviors will be different, and the full impact on retail is still a big unknown. That’s why we’re accelerating our efforts to becoming a leading, world-class omni-channel retailer. It will be on us to continue to evolve to meet consumers where they are, while continuing to deliver products that are stylish, built to last and sustainably made. Q) What is your contingency plan for the possible revival of the business in the post-COVID world? Levi Strauss has a 167-year history – we have outlived a Civil War, two world wars, the Great Depression and the Great Recession. We believe that during a crisis, strong brands will emerge stronger. We have seen situations of extreme distress and have made it out because we have been financially disciplined, and we are geared up to do it again. While E-commerce will play a larger role now, we are constantly learning and adapting, doubling down on things that are working for us. Q) How do you anticipate consumer behavior will change, and how are you working towards embracing that change and working around it? The brands that are going to win are going to be the ones that have deep connections with consumers. We are making sure our stores are clean and focusing on ensuring that our consumers feel safe while shopping. Our staff has been prepared to wear masks and gloves and we ask that you wear face coverings when you come to shop with us so that everyone can enjoy a safe environment. Our stores are cleaned more frequently, and high trafficked areas are cleaned more deeply. Fitting rooms are one area that we pay particular attention to cleaning thoroughly and often. We are taking all the precautions and implementing tools for contactless payment. We will limit the number of people in our stores based on local guidelines and are using a quarantine process for items that shoppers try on before being returned to the sales floor. We are also depending a lot on technology, implementing tools for contactless billing, etc. to ensure that our fans feel safe shopping in our stores. Q) As one leading the organization, what were your top priorities during these last few months of the lockdown? What were the key lessons you learned from the experience? Our main priority is to keep our employees and our consumers safe. The pandemic has hit us all hard, but we believe that every crisis is an opportunity and with a strong brand, right processes and an outstanding management team ready to take of the challenge and has shown tremendous courage and resilience, we are confident we will emerge stronger. Q) How will you use marketing as a tool to bring consumers back to the brand? Will you use traditional media channels or become more digital-heavy? We have always endeavored to be where our fans are and over the last few months, owing to the numerous restrictions, we maintained a close digital connection with our audience. The focus is on being agile, respond to situations quickly, and most important being relevant to our fans. For instance, on May 20, we celebrated the birthday of the blue jean i.e. 501 Day online and realized that the 501 Live music program, entertainment, and interviews from some of our favorite artists brought a lot of joy. We also saw some of our fans and brand friends posting pictures from our past 501® Day events reminding us that the love for the brand is still strong.

We believe that during a crisis, strong brands will emerge stronger: Sanjeev Mohanty, Levi Strauss & Co

<ul><li><keyword id="598" type="PERSON" weightage="20" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> has joined <keyword id="86147" type="COMPANY" weightage="20" keywordseo="Levis">Levi's</keyword> as its new <keyword id="3123392" type="PERSON" weightage="20" keywordseo="global-brand-ambassador">global brand ambassador</keyword>.</li><li>Padukone will be seen spearheading the new campaign focused on an all new range of fashion fits from Levi’s.</li></ul>Levi’s has announced actor and global fashion and youth icon, Deepika Padukone as their new global brand amabassador. Padukone will be seen spearheading the new campaign focused on an all new range of fashion fits from Levi’s. The brand's objective is to attract new generations of <keyword id="790627" type="PERSON" weightage="20" keywordseo="Women-consumers">women consumers</keyword> with a relevant fashion-forward offering in line with the brand DNA of quality and comfort. Commenting on the association, Deepika Padukone said: “Authenticity, Originality and Honesty are values that the brand has been built on and are values I identify with the most! For those unaware, I have always been a jeans and t-shirt kind of girl. The right pair of jeans not only make me feel comfortable but also confident! I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands-Levi’s.” On having Padukone on board as ‘Global Brand Ambassador’ Sanjeev Mohanty, Managing Director- South Asia &amp; MENA - Levi’s commented: “We are absolutely thrilled, Deepika’s personality shines through a balance of being bold, authentic, true and uncompromising that perfectly fits with our brand values. She is not only a style icon but also an inspiration to the youth and women globally. With her on-board, we are confident of strengthening the brand further especially when we are strongly focusing on leading the women’s category.”

Levi’s brings Deepika Padukone on board as its new global brand ambassador

New Delhi, June 10 () An average 13-14 per cent of corporate workforce may permanently work from home - a development that may hit demand for office space slightly, JLL India country head and CEO Ramesh Nair has said. However, he said, the de-densification of office space by corporates to ensure social distancing between employees may mitigate any adverse impact on office demand due to adoption of work-for-home (WFH) policy. Nair was speaking at a webinar organised by Workplace Trends India founder Tushar Mittal, who also heads interior design firm SKV on Tuesday. Sanjeev Mohanty, MD, South Asia, Middle East And North Africa, Levi Strauss and Company, and Shiv Agrawal, MD, ABC Consultants were the two other speakers in the webinar titled "Will work from home be the new normal". All the three panelist agreed that WFH would gain acceptance in India post COVID-19 and said that the corporates are now including this option in their HR policies. Nair listed several challenges in proper implementation of WFH during the last two months of lockdown, right from physical infrastructure to internet connectivity to data privacy to employees' productivity to psychological impact on workforce. Based on a survey done by JLL India, Nair said that an average 13-14 per cent of corporate workforce may permanently work from home post the coronavirus pandemic. "WFH will definitely vary depending on region, industries, organizations and so on. JLL did an internal survey with all our employees globally. 5 per cent of the employees said they only want to work from home. 65 per cent of the employees said they would like to work from office as well as home, but we need a good balance. 30 per cent said they only want to work from office," Nair said. JLL India, a leading property consultant with over Rs 4,000 crore revenue in 2018-19, also did a survey of its corporate clients across various sectors to gauge the mood. "We also asked our corporate clients who occupy nearly 70 million square feet of office space that once things get back to normal, what percentage of your workforce at a given point of time would work from home permanently and the answer we got varies between 4-22 per cent. So at an average we assume that real estate demand of about 13-14 per cent could get impacted and go to work from home," he said. Another finding from the survey indicates that 64 per cent respondents who did not have any WFH policy pre-COVID-19, wanted to incorporate that in the future, Nair said. "Also, compared to pre-covid era, the number of respondents who said they want to work from home for more than two days in a week, actually doubled. So certainly we will see an uptake in work from home policies," Nair said. On challenges being faced by employees during this lockdown period, Agrawal said the sudden announcement of lockdown made things more difficult and if companies and employees had got more time to prepare, the result could have been different. "We need to distinguish between situations like work from home in the lockdown and work from home in a normal situation. The concept is not new; it's been there since long. But there is a change in the mindset of management and employers; they are now seeing possibilities and gaining confidence in the concept," Agrawal said in a statement. Sanjeev Mohanty of Levi Strauss favoured giving employees a choice to work from home. "Employees should be given the choice, whether they want to work from home or they want to work from office. Work from home will help both employers as well as employees in terms of enhancing productivity as employees will save time of commute. It will also reduce cost and effort for both," he said. Mittal of SKV said WFH would not hit demand for modern office spaces. "We will see a surge in demand for redesigning office spaces to maintain and incorporate statutory guidelines or international standards and practices. Companies will make changes in their offices depending on their WFH policies," he added. MJH ANU ANU

Nearly 15% of corporate workforce may permanently work from home post COVID-19: JLL India CEO

Berlin-headquartered company <a href="http://www.businessinsider.in/Rocket-Internets-selling-2-really-big-online-brands-to-the-Future-Group/articleshow/51120395.cms">Rocket Internet</a> has invested a funding of 300 million euros (about Rs 2,282 crore) in Global Fashion Group (GFG), the parent company of online fashion portal Jabong. 
 
The German start-up investor will underwrite around 100 million euros (about Rs 760.7 crore), and will invest around 85 million euros (about Rs 646.7 crore), which would include the conversion of an existing investment at the terms of the financing. 
 For this transaction, GFG was valued at 1 billion euros post the transactions, said a <keyword id="834871" type="UNKNOWN" weightage="100" keywordseo="Rocket-Internet">Rocket Internet</keyword> statement. 
 
"The financing will provide GFG with the necessary capital to continue to execute its strategy of building out its leading position in the online fashion sector in emerging markets," GFG Chief Executive Officer Romain Voog said. 
 
In the first quarter of 2016, GFG has meaningfully reduced losses from operations as compared to period a year ago, which has very well resulted in it seeing an improvement of the adjusted EBITDA margin by over 10 percentage points. 
 
"This is in line with GFG's plan to deliver an accelerated path to profitability across its regional businesses while continuing to capture the significant market opportunity available," Voog said. 
 
Also read: <a href="http://www.businessinsider.in/Investors-unwilling-to-buy-Jabong-for-500mn-say-its-worth-only-half-as-much/articleshow/49465326.cms">Investors unwilling to buy Jabong for $500mn, say it's worth only half as much!</a> 
 
GFG, which was founded in 2014, combines six regional brands all across the world, viz. Dafiti in Latin America, Lamoda in Russia and CIS, Namshi in the Middle East, The Iconic in Australia, <a href="http://www.businessinsider.in/Jabong-has-no-buyers-not-even-at-the-unbelievably-low-price-of-Rs-663-crore/articleshow/51839070.cms">Jabong in India</a> and Zalora in South-East Asia. 
 
"We continue to be very excited about the prospects of GFG, which has successfully built out leading market positions in key emerging markets. We are looking forward to continuing to work with the GFG team as well as Kinnevik and the other GFG shareholders to support GFG," Rocket Internet CEO Oliver Samwer said. 
 <keyword id="209933" type="PERSON" weightage="100" keywordseo="Sanjeev-Mohanty">Sanjeev Mohanty</keyword>, MD and CEO of Jabong, said that the funding will help the firm enhance its business operations. 
 
"We have had success over the <a href="http://www.businessinsider.in/Jabong-gets-20-million-in-fresh-funding-round/articleshow/51223168.cms">past few months</a>, with Jabong recently recording its best month in terms of <a href="http://www.businessinsider.in/Say-goodbye-to-huge-discounts-as-Myntra-Jabong-wants-to-make-profits-now/articleshow/50768977.cms">revenue</a>... GFG sees good progress with Jabong in India and this trust will help us strengthen our operations in the country," he added. 
 
<a href="http://coefficiency.com.au/wp-content/uploads/2014/09/shutterstock_98277620.jpg">Image source</a>

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