Levi's
Recutting Denim for Women
Capabilities:
Levi's has had a cult following in Japan since the 1960's. Denim 'otaku' will go to remarkable lengths to secure the right pair of jeans. Atop the pile in terms of desirability; are classic Levi's 501 jeans. The original. And where the jeans geeks lead, the mass market follows.
Derived from gold miners' work pants, until the early 2000s, they had only ever been made for men. Which women had to buy irrespective of how well (or not...) they actually fit them. Levi's Japan decided to change this in 2004 with a version cut specifically for women.
70K
Pairs produced; every single one sold out
No.1
Awarded print campaign in the world the year of its release
21%
Increase in brand awareness among 17-22 year old women
Announce this news in a way that would cut through in one of the most crowded fashion markets in the world and prove the new line could be a long term sales success.
A product point stylishly made rather than any overt attempt at 'youth' advertising.
Simplicity itself.
The brief: the classic men's 501 jeans, recut for women.
The ad: the exact same point just visually made.
