This is interesting

You can not avoid the premium which gets attached to a brand when its so popular.The challenge comes for the marketer when he needs to convince the market ! There are some brands where market understands its premium and they want to own it.One such product whose premium has multiplied in the recent times is Levis.Levis has always been a premium brand.Every body wants to wear Levis jeans but a cool trendy jean in Levis cost more than 2500 .It doesnt stop the market to segment it as a luxurious brand.It remains as a most wanted premium brand.Now Levis marketing has got a interesting way to tackle this .EMI's first of its kind in the world .This is actually a pilot run in Chennai and Bangalore.
http://www.retailangle.com/Newsdetail.asp?Newsid=2340&Newstitle=Levi%E2%80%99s_jeans_available_on_EMI