Levi's is the original maker of the blue jeans. Having been the first to introduce the world to the jean market Levi's has taken it upon itself to also become the revolutionist of jeans. With the launching the Levi Curve ID system women are now afforded jeans that fit the multiple dimensions of their bodies rather than just their waist and length. The Curve ID campaign is intended to attract women to the Levi brand by creating a pair of jeans that is designed for a specific shape, not size. This campaign measured over 65,000 women around the world to develop a custom fit system based on the various fits of women’s shapes. There are fits such as slight, demi, bold, and supreme so anyone can find their own fit.
These advances demonstrate Levi’s attention to all aspects of their company. They show interest in making a quality product while reaching all audiences, especially the women target. Levi’s uses the emotional type of advertising and in result touches the way women perceive their bodies. For women who struggle with body image this breakthrough campaign will be remembered because it leaves consumers wondering about their current situation. Many young women will be wondering if the jeans they currently own cause any problem spots and more importantly, how Levi Curve ID will fix those problems. Levi's wants to help change the world and will start by helping women feel good about themselves.
