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Abstract: In search of a pair of women's jeans that fit right, but don't cost a fortune.  The story of the Totally Slimming jeans began accidentally last August. Levi Strauss had convened a group of moms and their daughters at corporate headquarters in San Francisco to come up with ideas for new girls' jeans.  While the daughters -- all fourth-graders -- were working on the jeans, "we needed something for the moms to do, so we started to talk," recalls Ms. Hudak. "They started talking about what their biggest jeans concerns were, and body image constantly came up. Their concerns were around what they viewed as problem areas…No matter what she looked like, they had the same concerns."

Published: Wall Street Journal, June 23, 2008
Authors: Ray A. Smith

Link: http://online.wsj.com/article/SB121372718177181577.html?mod=2_1585_leftbox



Mike Mata said:

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.

July 14, 2008 1:39 PM

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