Levi S Doesn'T Think Tight Pants Are Out Of Date.

In recent 30 years, the popularity of jeans has basically 3 stages.

In the early 90s, tapered trousers were replaced by Boot Jeans, followed by popular skinny and now popular pendulum with big trousers.

Jeans are very popular.

According to research firm Mintel, 1 out of 4 American women have at least 10 jeans.

The question is, do these cowboys fit well?

2/3 of the respondents said they had never found a perfect fit cowboy.

Levi 's recently released a new series of skinny jeans, which is a kind of sexy body with tight buttocks.

Before publication, the Levi s design team interviewed and tried in Asia, Europe and the US market to find out what jeans are most popular among female consumers, and what is more important than what they really need.

"When we are doing research, there are practical things like this: some people will tell us that they never wear elastic jeans," said Karyn Hillman, chief product development of Levi s. "But when we think she will choose a curvilinear style, she recognise that skinny is more suitable for her."

After two years of investigation and research, Karyn Hillman and his team firmly believe that despite the pendulum with big trousers, skinny is not yet out of breath.

In the middle end market, Levi 's has rival Madewell.

In the high-end market of Cowboy brand, Levi 's has a special retro version, priced at around $300.

In addition to these fashion brands, there is also a huge leisure brand market.

Recently, the appearance of Legging styles of casual pants has appeared.

There are challenges.

2014

Net income rose by 2% to 4 billion 800 million dollars, but gross margins fell.

Levi 's believes that the discount will lead to a decline in gross margin.

Levi's s struggled in the first quarter of 2015.

Sales fell by 8%, compared with the same period last year, to $574 million.

As the predecessor of the Cowboy brand, Levi 's has its own advantages.

Consumers are still crazy about this brand's Retro product, but this time the 700 S is hoping to attract more people.

Levi 's made three styles of skinny, super skinny, high waist skinny, straight tube and boot style jeans.

To this end, they also invited musicians Alicia Keys to do this series of publicity.