Levi’s® Curve ID Because “ALL ASSES WERE NOT CREATED EQUAL”
I really like what Levi’s is doing and their efforts to re-establish themselves as a desirable brand. In my previous post I emphasized their efforts to correct flaws in their supply chain by completely going away from products that utilize sandblast, instead of running the risk of having one of their vendors outsource the procedure to an unregulated source. This post is about how they are using technology and consumer input to improve their size range. In a retail environment where there is so much vanity sizing, Levi’s has taken the higher road and instead they are going after women figure not size with their Levi’s® Curve ID, Brilliant!
For a while Levi’s lost a lot of market share to the high-end denim market. Levi Strauss & Co went from US$7 billion in annual sales in the early 1990’s to a little over US$4 billion in annual sales in 2008. I was one of those consumers that moved away from 501 jeans for the fresh looks and innovation of brands like Diesel, Seven and True Religion. But that’s of course without forgetting how Iconic Levi’s jeans have been. Levi Strauss & Co was founded in 1853 but it was not until 1920 that started to produce the modern jeans. Although in the 1920’s the sales of the modern denim, believe it or not, were largely limited to the working people of the western United States, such as cowboys and railroad workers. But once the jeans caught up with the mainstream they became a sensation as famous as Coca Cola or McDonald’s.
A lot of changes have taken place in this iconic American brand. I actually bought a few of their 527 jeans made of 100% Organic cotton back in 2007 when they were available. I was very impressed and wished they have kept that Organic cotton range. nevertheless now they seen to be coming back in full force with new sustainable practices, the Curve ID initiative and they even have a line of Jeans with Brooks Brothers that’s Made in the USA. Kudos to Levi’s
thank you for your good blog.
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I definately support Levi’s new approach