This half-page WSJ article promoted the story that the idea for a new style of Levi women’s jeans began accidentally out of the design process for a new girl’s jean.  But, it is difficult to believe that the market requirement for a better fitting women’s jean was some kind of latent need when Levi’s already had a more expensive slimming jean.  The story was really about the challenge of producing a $20 jean with many of the same features of their $46 jean.  But, while the article explained some of the new product design process, it did not fully address how they took about more than 50% of the product cost.  Nor, how they planned for any potential sales cannibalization or brand positioning challenges.  Therefore, there was probably fewer “specific take away's” that could be applied to other firms than in some of the other articles in this WSJ series.