Levi’s is hoping to revitalise its business with a new women’s denim range with more stretch.
Speaking to Reuters at the World Retail Congress, brand president James Curleigh said the label was seeking to connect with younger consumers by adjusting its designs to their tastes, adding more stretch and tapering legs, as well as tapping into the music scene, including partnering with singer Alicia Keys on the launch of its women’s collection in July.
“Our women’s business has never been stronger than it is right now,” Curleigh said at World Retail Congress. “It is back. It’s in growth mode. No-one traded their entire wardrobe for yoga pants.”
It is looking to boost its customer base by promoting the durability of its products, and by responding to increased consumer interest in environmental issues by working on ways to cut water use, through improving recycling techniques and encourage the repair and resale of old jeans as vintage sale become fashion again.
“The best that you ever look in a piece of fast fashion is the first time you wear it. It has this sort of half-life,” Curleigh said. “We’d rather people have fewer products, but better products from Levi’s.”
The brand is also selling more belts, tops, footwear, socks and underwear as it looks to boost sales of categories outside of denim.