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The new fit concept, Levi’s Curve ID, addresses the frustrations that women experience in finding the perfect pair of jeans. Based on a study of more than 60 000 women’s bodies around the world, Levi’s Curve ID delivers a collection of jeans that women can finally “believe” in. The emotional positioning of “Believe” led Levi’s to create a campaign that would capture the spirit of this word. The result is a campaign that celebrates real women and their curves, and that was created specifically for a female audience.
“This campaign celebrates the confidence and courage of the Levi’s woman – inspiring, multidimensional and youthful, always believing in herself, what she does and what she wears,” said Debbie Gebhardt, marketing director for Levi Strauss South Africa. “With Levi’s Curve ID, we are really changing the way women perceive their own body shape and shop for jeans.”
Meeting the needs of local consumers
