RETAIL
Levi's Gets into the Body-Shaping Jeans Game
Giant San Francisco jeans maker Levi Strauss & Co. is launching a new line of its conservatively priced Signature jeans with the introduction of the Totally Shaping Signature jeans.
Selling for around $20 at Walmart, Kmart and Meijer stores, the jeans are advertised to shape you and make you look trimmer with the help of tummy-tuck power. Sounds a bit like those Not Your Daughter's Jeans launched in Los Angeles a decade ago.
Levi's is using something called "Totally Shaping" fabric that has 40 percent stretchability and comes with a tummy-slimming panel. Wearers don't have to worry about sagging or stretched-out jeans.
The jeans come with gold hardware, a gold back patch, and are available in numerous fits. Those fits include Totally Shaping Skinny, Totally Shaping Boot Cut, Totally Shaping Pull-on Skinny, Totally Shaping Pull-on Boot Cut and Totally Shaping Boot Cut and Pull-on Boot Cut in plus sizes.
It's interesting to see how innovation that started in Los Angeles has finally made it up the corporate ladder.
