In an interview with SPORTSWEAR INTERNATIONAL on the recent launch of the new global campaign „Live in Levi’s“, brand president James Curleigh announced some changes for the collection structure and product offer of the world’s oldest jeans brand starting with the summer ’15 season.

Learning from the past, Curleigh doesn’t want to repeat the same mistake with the extensive range offered: to confuse customers with an excessively large pyramid of collections. Curleigh says: “We will ‘edit to amplify’ by focusing on our denim leadership with our iconic styles–the 501, the trucker jacket, western shirts–and by building on our essentials like the 511, t-shirts and other products. We will also focus on our women’s offer by ‘refining and defining’ the best of Levi’s for women.”

This does not only include to reduce the number of styles but also to subdivide the product portfolio into three core segments: Red Tab with a focus on denim and the original Levi’s products, White Tab for non-denims, and Black Tab with a more contemporary offer such as Line 8 or Levi’s California (a capsule collection exclusively distributed at Urban Outfitters). This shall allow customers and retailers to once again comprehend the structure of Levi’s products.

Nevertheless, Curleigh wants to expand the product offer in other segments to further generate growth: “We will build on ‘logical Levi’s extension’ categories as belts, footwear, underwear and small leather goods.” For example, men’s underwear has been relaunched for summer ’15 with new licensee Dobotex; at the same time the Commuter line with urban bike gear will also offer products for ladies.

“Denim accounts for less than 10% of the average closet, so we have an opportunity to continue to lead in denim and to expand our share of closet by going beyond denim,” Curleigh says.

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