"We started out by listening to the internal dialogue women have with themselves when trying on jeans," said Mary Alderete, Levi's Vice President of Global Women's Marketing. "What we found is that 54% of women try on at least 10 pairs of jeans, yet when the jeans don't fit, women blame themselves. Our research showed that 80% of women around the world fall into three distinct body shapes, so one size could never fit all. Our goal is to engage women online with our interactive, custom fit experience that will match them with their perfect Levi's CURVE ID fit whether they are a Slight Curve, Demi Curve or Bold Curve. We believe this will change the way women shop for jeans forever. "
Combining the qualities of TV advertising, web content and tailored fit expertise, the Levi's Digital Fitting Experience gives women all the tools they need to find the perfect fit for their unique body shape. Women will be able to identify their Levi's CURVE ID fit by completing an interactive quiz and following a simple step-by-step measurement process. They can also get the inside story on the unique fit science through 'behind the scenes' interviews with Levi's designers and some of the inspirational women who wear Levi's CURVE ID jeans.
Available in 50 countries and in 20 different languages, the Levi's Digital Fitting Experience will help to ensure women have the opportunity to find their perfect jeans fit from anywhere in the world. The content can be accessed via the levi.com home page by clicking on the Levi's Curve ID campaign.
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