Sep 13, 2018 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Aug 13, 2010
Results from a global survey conducted by Levi’s revealed that most women (87 percent) wish they could find jeans that fit better than the ones they own and while most women (81 percent) believe that it’s good to have a curvy body, only a few (33 percent) believe that jeans are made to fit their curves. Hence the launch of Levi’s Curve ID.
The new line, created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes, utilizes a fit system based on shape, not size. Through this research, Levi’s designers created a new approach to measuring a woman’s body and identified three distinct body types that account for 80 percent of women’s shapes universally. The three Levi’s Curve ID fits are based on these universal body types.
Levi’s Curve ID fits will begin rolling out in select Levi’s retail stores in the U.S., Canada, Mexico, Brazil and retail locations in Asia and Europe throughout summer/fall 2010. The fit system, is available in sizes 22-34 (0-16 on a traditional women’s size scale) in a variety of styles and finishes.
Each store carrying the line will have trained fit experts to measure customers, identify their Levi’s Curve ID and help them find the best fitting jeans for their body type and style preference. A global digital fitting room will launch on Levi.com where women will be able to find their Levi’s Curve ID, explore product demos and learn more about fit science.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.