Women and men don’t seem to believe in the perfect fitting jeans anymore. Who hasn’t experienced the “pains” of trying to find a new pair of jeans? Especially women struggle with a variety of sizes that barely match their body types. According to a survey by Levi’s, 54% of all women try on at least 10 pairs of jeans before finding the right pair. Interviews with female consumers revealed that 90% of all women want better fitting jeans compared to the ones they already own. In the past, people developed so called “workarounds” to deal with poor fitting clothes or just didn’t buy as much as they wanted in the first place.

We think that finding the perfect fitting jeans shouldn’t be the consumer’s problem; it is rather the responsibility of the fashion industry to deliver matching clothes for more than a small percentage of the German population. By doing so, fashion companies can differentiate from their competitors and unveil unexpected business potentials. With “Curve ID”, Levi’s has successfully developed an innovative female fit-system based on different female body types. In addition to the already existing different sizes in waist and length, Levi’s took women’s curves in consideration when developing three different body-shaped jeans allowing women to find the perfect pair of jeans for their individual body type. Hubble believes that the future of fashion will be highly influenced by these best practice cases.

The demand for custom-tailored clothing will be growing even more over the next years; and big fashion brands need to react to people’s desires in order to stay global players in their industry.