Are good old Levi’s the new “IT” jean? According to a global survey – yes. And how cool is it that Levi’s is doing the “green jean” thing by offering denim made from organic cotton?! Their cuts are updated to fit women nicely, like the one above – the Ultra Low Bootcut. Would you trade your designer denim for a great fitting pair of Levi’s? Is it all about the fit or the label?
LONDON – Levi’s came out as the clear global favourite in a recent survey about jeans, with more than one in five respondents nominating the brand as their preferred choice.
Market research company Synovate surveyed around 7,700 people in the US, Canada, Brazil, France, Taiwan, Korea, Malaysia, Serbia, Russia and South Africa.
Respondents were asked which jeans brand they would most like to own, price aside and with no restriction on answers, a third of people chose a global or designer brand.
Levi’s was the clear favourite with 45% of respondents in France voting for the brand. Around a third of all respondents in Malaysia, the US, Serbia and South Africa also chose Levi’s.
Thierry Pailleux, Synovate France managing director, said: “Levi’s is the jeans brand in France. It is seen as the authentic US brand.”
“The brand has an almost mythical status. In fact, one would say ‘I am going to buy Levi’s’, not ‘I am going to buy a pair of jeans’.”
The survey also looked at whether people noticed jeans brands on the street, or those worn by celebrities.
A total of 26% agreed that they keep an eye out for brands on the street, with South African respondents particularly focused on street fashions (62% agreed).
Malaysians are also brand aware with 44% agreeing they pay attention to street wear.
The least likely to notice what others are wearing are the French (89%), Canadians (82%) and Americans (80%).
The pattern was very similar when respondents were asked whether they noticed the brands of jeans that celebrities wear in magazines. An overall 26% agreed, with the highest results in South Africa (60%) and Malaysia (42%).
Hans Raemdonck, global head of decision systems for Synovate, said: “Perhaps with US magazines full of celebrity endorsements and ‘style watches’ people have become somewhat desensitised to the brands on famous bottoms.”