Independent retailers have expressed relief following Levi’s decision to streamline its Curve ID jeans range from spring 15, telling Drapers the new approach will prove less costly.
The demi curve – Curve ID’s most popular fit – will continue to be offered in a full range of colours and washes, but the slight and bold fits will only be offered in solid black and indigo.
Stockists said it was a welcome move, and added the premium shapewear sub-brand – which launched in 2010 – had been confusing for shoppers and demanded too much investment to stock the full range.
Ross Holmes, director of Worthing, West Sussex-based etailer Jean Store, was informed of the changes at a buying appointment this week (June 30). He said: “It’s good, I think [it] has been confusing for a while. It has too many different shapes, fits, rises and colour options.”
He added Jean Store had found the demi curve fit to be the bestseller “by a mile”.
Sarah Simcock, owner of Devon-based womenswear independent Caramel Clothing, agreed: “It’s going to make it much easier for us; it’s a lot money to invest if you have to have lots of washes in three fits, three lengths and all sizes in stock.
“We’ve been calling for this for a long time. It might take some choice away, but most of our customers choose black or indigo jeans anyway.”
A Levi’s spokesman would not say whether or not the decision was driven by sales performance or provide a breakdown of how recent sales of the range compared with its others.
He said new “fabric technologies” had been developed, allowing it to improve the fit of its jeans: “Thanks to this evolution in fabric performance, we’ve made the decision to focus on our most popular demi curve fit from spring 15.”