apparel

Levi's Rolls Out Revel, New Line For Women

In its ongoing quest to build the perfect pair of jeans for fit-conscious females, Levi’s is introducing Revel, a high-end line using a new compression technology. The new collection is just the latest in its efforts to embrace women’s different shapes, and grab a greater share of the ever-growing denim market, expected to reach $56 billion by 2018.

A spokesperson for the San Francisco-based brand says the new ad campaign, themed “Let your body do the talking,” is breaking now in such magazines as Cosmopolitan, InStyle, Glamour, Self, Lucky, and Essence. And video is scheduled for such sites as LookBook, PopSugar and Daily Candy. (Ads were created by a combination of Wieden + Kennedy Shanghai, Knock, Inc., in Minneapolis, Levi’s internal teams and OMD, its global media agency.)

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The company has made fit a global priority, measuring thousands of women around the world. Back in 2010, it used those numbers to create Levi’s Curve ID, priced from $78 to $98, in which women classified their curves into three basic categories -- slight, demi or bold. “Levi’s Revel takes that curve innovation one step further by actively shaping a woman’s body, giving her the legs and butt she always wanted,” the company says in its release. Revel jeans cost between $98 and $128.

Building on the Curve ID system,  the new line -- only available online and in 39 of Levi’s stores -- injects a Spanx-like fit into the fabric, adding a patented Liquid Shaping Technology. “While other brands have jeans with shaping panels or inserts that many women find uncomfortable, the magic of Levi’s Revel jeans is in the liquid, which holds you in at the same time as being super comfortable.” It promises four-way stretch, soft fabric, and “superior memory retention.”

The August launch comes at a time when Americans are once again willing to spend more to spruce up their denim collection. Cotton Inc. reports that while the average number of jeans owned per person stands at seven (and did throughout the recession), NPD Group is reporting higher spending from women, and more spending at the middle to high end. (The average price paid for jeans is $35.) And fit continues to be the thing: Cotton Inc.’s Monitor reports that 84% of shoppers say fit is very important, followed by comfort (76%), and “makes me look good” (64%.)

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