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