US jeans maker Levi Strauss is launching in India and all over the world Levi’s Curve Id,a new range of jeans for women. Levi's Curve ID jeans are available in select Levi's stores across India from this month. The fit system, which have been incorporated into the majority of the Levi’s Women’s denim collection, is available in a variety of styles and finishes.
Each store carrying the line have trained fit experts to measure women, 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 be launched on levi.in/women where women can find their Levi’s Curve ID, explore product demos and learn more about the science that goes behind the line.
Levi Strauss has been in India for 15 years. The first five years were spent understanding the business environment, what Indian consumers aspire to. Over the next five years Levi Strauss built a strong platform, investing significantly in both people and infrastructure. The last five years have seen very strong double digit growth for the brand.
Globally, women’s jeans account for 25 per cent of the brand’s business. It goes up to 50 per cent in some markets. In India, the women’s business is close to the 25 per cent mark. That’s a reflection of the culture: the concept of women wearing jeans and feeling confident and comfortable in them is relatively new. But it is gaining momentum rapidly as youth aspire for denims and brands within that space that are genuine and legitimate.
The Levi’s Curve Id will bring women a shape proposition that will make them feel good. The brand did about 60,000 fit tests across 110 countries and came up with three shape propositions: slight curve, demi curve and bold curve. The slight curve is designed to celebrate straight figures, the demi curve is designed to fit even proportions and the bold curve is designed to honor genuine curves.