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According to Fortune, the Levi's brand is focusing in on getting women out of yoga pants and back into jeans this year. In a recent earnings report, Levi's CEO Chip Bergh made it clear that 2015 will be the year that the brand doubles down on its womenswear offerings, making product more desirable for a market that Levi's has yet to fully tap into. Last Friday, a Business of Fashion report stated that Levi's women's business currently accounts for just 25% of the company's overall sales.
"I am very optimistic that we've nailed this," Bergh told Fortune. "We are not afraid of yoga pants. I am on a mission to get women back into jeans." The updated women's products will start rolling out in stores during the second half of this year, but consumers are already skeptical. Commenters on the Fortune story were quick to skewer Levi's current products as ill-fitting stretchy jeans that aren't worth the money. "As a plus size woman, I have been very unhappy with Levi's," one commenter complained. "No two pairs are ever the same! I've ordered the 512s many times and found that the blue ones fit differently than the black ones—even though they're otherwise exactly the same! Also, where's the selection for us NORMAL sized people? I haven't seen a new plus-sized style for years!" Looks like the brand's got plenty to work on.