How many women does it take to figure out the perfect pair of jeans? For Levi’s, the oldest jeans company in the world, they counted all the way up to 60,000.
The iconic brand that pioneered women’s jeans in 1934 showcased their most comprehensive collection yet in the form of 700 series. The Philippines served as the first Southeast Asian market to launch this collection, with a fashion show and special performance at the Valkyrie nightclub in Bonifacio Global City, Taguig.
Named after the first women’s jeans, lot number 701, the new collection is the result of Levi’s eight decades of knowledge on women’s bodies, intensified by an exhaustive global study.
“We went on what we call a ‘fit safari.’ We toured the world and we visited 10 different markets globally and went into deep research. But what we also did is we leveraged the learnings that we built over decades of selling jeans for women. And the third thing that we did is that we took 60,000 body scans to make sure that the fits we were developing were right for every type of body shape,” Levi’s Australia and Southeast Asia Managing Director Nicolas Versloot explained.
Lot 700 includes 710 Super Skinny, 711 Skinny, 712 Slim, 714 Straight, 715 Bootcut and 721 High Rise Skinny. Fits specifically designed for Asian women are the 711 Skinny, 712 Slim, 714 Straight, 715 Bootcut and 721 High Rise Skinny, all available nationwide today.
“We have specific fits and styles for different shapes of women that you get in this part of the world,” Versloot said.
For Levi’s, however, creating the best women’s jeans does not end in having the best fit and fabric. They also took into account the different wearing occasions every woman might consider in picking out the pair to wear.
“What this new lot numbering system does is we can target different wearing occasions with the same woman so she can buy not a just a fit, but a range for the different wearing occasions,” the managing director said.
“It’s not only perfect fit, it’s also about relevant styles for relevant wearing occasions,” he added.
Levi’s wasted no time resting on its laurels after the Curve ID line, which already sought to flatter all types of women’s bodies in 2010.
“We could’ve stopped with Curve ID, but we constantly talked to women. We now relaunched the collection,” Versloot said.
Further catering to the sensibilities and taste of women, Levi’s introduced a new endorser in the celebrity of Alicia Keys.
“She’s internationally renowned, she’s very famous, she’s very iconic, she stands for attitude, she stands for independence, she’s a woman’s who made it after a very rough start and she is also a great role model for young women who are empowered, who want to be individual,” Versloot said of Keys.
As a tailor-fit surprise for Filipinas, Levi’s also brought Asia’s Got Talent judge and Taiwanese superstar Vanness Wu to serenade and hype up the crowd.
“For this particular launch, we invited Vanness because we want to appeal to women and he has a lot of appeal to women,” Versloot smiled.
For his part, the former F4 member was very happy to be back for the fourth time in Manila after his last visit in 2004.
“I’ve been wanting to find an opportunity to come back again and I’m really happy that after Asia’s Got Talent that more opportunities opened up,” Wu ended.