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Retailers back Levi's decision to simplify Curve ID range

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.”

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