Levi’s is introducing a new fit technology and subbrand on a global basis to its women’s jeans lineup this season, called Levi’s Curve ID, which adds the dimensions of curviness and shape to the conventional sizing system of jeans. Levi’s is banking on the launch to significantly boost its women’s business and is supporting the initiative with its biggest women’s marketing push in more than a decade.
“We think this is going to transform the way women think about jeans,” said Robert Hanson, president of Levi Strauss Americas. “It is a proprietary new way of building jeans, which is based on shape rather than size.”
The launch includes three curve sizes: the slight curve, the demi curve and the bold curve. The designs are based on the difference between the measurement of a woman’s hip and seat, with a greater difference representing a curvier body type.
“Since we created our first women’s jeans 75 years ago, no one has changed the formula for finding the perfect fit,” said You Nguyen, senior vice president of women’s merchandising and design at Levi’s, adding the approach focuses on the curves of a woman’s entire body and not just her waist.
Levi’s believes the three shapes will cover the body types of about 80 percent of women around the world. A fourth fit, with an even greater curve differential than the bold fit, will be introduced in December.
Growing its women’s business is a key goal for Levi’s. Currently, 73 percent of the company’s overall business, which includes Dockers, is in men’s product, with the remainder in women’s and kids.
Levi’s hopes the Curve ID launch will increase women’s sales in its own stores to 40 to 45 percent of total sales, up from about 30 percent. Curve ID is expected to account for the majority of all women’s Levi’s sales, and the technology will expand into more fits, finishes and possibly other product lines.
Levi’s acquired anthropometric data from 60,000 female body scans in 13 countries to help build the ideal Curve ID fits. The initial Curve ID assortments include three styles for each Curve ID fit: skinny, straight and boot leg, each available in sizes 22 to 34. Each style comes in five to six finishes, for a total of 45 to 50 stockkeeping units.
In the U.S., the jeans sell at a premium to the core Levi’s line, with retail prices at $60 to $98, but lower prices will be added as distribution expands at the end of this year.
Curve ID is launching in the U.S., Canada, Mexico and Brazil primarily in Levi’s stores, along with a few wholesale partners, including Urban Outfitters, Club Monaco, The Bay in Canada and Palacio de Hierro in Mexico. The remainder of Levi’s wholesale distribution will receive product beginning in December for a full-scale rollout. In Europe and Asia, the launch is currently in both Levi’s stores and wholesale channels.
The first Curve ID product began to appear in U.S. Levi’s stores in the last week of July. A Curve ID digital fitting room explaining the measuring process and the different body types suited for each fit will go live Tuesday.
The launch is being supported by an advertising and marketing campaign in major fashion monthlies and weeklies. The ads read in part, “All asses were not created equal.” Outdoor ads will appear in cities such as New York, Los Angeles, San Francisco, Toronto, Mexico City, São Paulo and Rio de Janeiro. The online marketing effort includes viral videos on YouTube, a Facebook page and a partnership with the recently launched Glamour iPad app.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye