Levi’s is out to capture a large share of the women’s denim market with their new subbrand called Levi’s Curve ID. It’s a new “fit technology” that claims that the sizing is different because it’s based on the body’s curve dimensions instead of only waist measurements. Curve ID is launching in the U.S., Canada, Europe, Asia, Mexico and Brazil, with a major ad campaign – the brand’s biggest push for women in over 10 years.
The message seems clear enough. There are 3 fits that have been studied to represent 80% of women in the entire world (really?) – there’s the Slight Curve, Demi Curve and Bold Curve. The ads explain it pretty well, though it makes me think of those women’s magazines – are you a pear, apple, hourglass? Anyway, so the Slight Curve is the one I think I’d belong in because often times the waist is too tight. But it also looks like the Slight Curve is for those super slim/straight/boyish girls that wear Acne Jeans, and that’s not me. The Demi Curve looks kind of “average” and the Bold Curve is clearly for those with more cushion for the pushing. Here you could see You Nguyen, the SVP of women’s merchandising and design explain Levi’s Curve ID.
OK so I haven’t actually tried these on and should I find myself near a Levis store, I will certainly try them on for “shape vs. size”. The Levi’s women’s website says that you could get a custom fitting in store though the website also sells the Custom ID range.
Now here’s the part where I give you my 2 cents. The push for 3 fits to cater 80% of women around the world is obviously a large claim. Especially when you consider that the size range for Fit ID is from 22 – 34 (seemingly excluding the many larger women out there). The target market is the masses, so maybe the masses really do fit into 1 of 3 shapes. The huge marketing push to fit the masses by shape is kind of paralleled to Gap’s bold launch of their 1969 premium-to-masses line of denim last year. In terms of depth of range, Levi’s Curve ID features 3 styles per shape, including skinny, straight and boot leg. This could maybe be a little confusing to customers since you’re now shopping by shape vs. size (even though you still have a size) and then wait, when you have your shape you pick the silhouette you want. There are 5 finishes to choose from, which mainly fall in the medium wash range (pleasing the masses), though there is some black and grey. Price points range from $60 – $98, which I would say is pretty comfortable if not a little high. It will be interesting to follow the market reaction to Levi’s Custom ID. With such a massive introduction, I could only imagine that either the subbrand will be a massive success or flop.