Bye, skinny jeans: Levi’s is adopting a wide look

Bye, skinny jeans: Levi’s is adopting a wide look

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Comfortable clothing is what consumers want now, and Levi’s is ready to deliver with wider jeans and a generous fit this year.
“I think we are leading this trend to some extent”, Levi Strauss (LEVI) CEO Chip Bergh told analysts on Wednesday in a call discussing the company’s fourth quarter results. “The line we launched [is] a loose line last season. It’s in our stores now [for] both men and women. It’s a loose, straight fit, and it started very, very fast. “

Bergh also highlighted the “trend for more casual and loose clothing in general”.

This change in style has not yet been enough to increase sales. Levi’s reported fourth-quarter sales on Wednesday, which included the $ 1.39 million end-of-year shopping season in the period ended Nov. 29, down 12% from the same period of the year. previous.

As with most retailers, Levi’s attributed the decline primarily to store closures triggered by a pandemic and to drop in customer traffic at its own stores and other outlets that sell its branded jeans. Levi’s (LEVI) the shares fell 8% on Thursday.

Anxious to know what factors will drive demand for jeans in 2021, Bergh said the need for “casualization” will be a highlight.

JNCO's iconic wide leg jeans made a comeback in 2019 and saw demand increase during the pandemic.

Levi’s isn’t the only one to see baggy jeans taking off. Los Angeles-based JNCO, known for its wide leg styles in the 1990s, relaunched its jeans in 2019. Jeans range from $ 130 to $ 200 in price and some pairs feature distinctive embroidery and seams.

“Although the pandemic in general was negative for many brands, it increased our sales,” said Camilla Revah, vice president of sales and marketing at JNCO. “Our jeans are iconic, they’re comfortable and that’s what people are looking for right now.

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