Levi's tighten pants to boost their bottom line

Published: 05 Oct 2008 18:56:42 PST

LEVI Strauss & Co, the world's largest jeans maker, is slimming down the look of its Dockers casual pants after losing touch with the changing tastes of American men, Bloomberg News reported.

"We've been keeping the same fits in the marketplace for too long," Chief Executive Officer John Anderson said after San Francisco-based Levi reported United States demand for Dockers fell in the nine months through August 24.

The brand's new mantra was, "Regardless of your shape, we can make you look good," he said.

Levi plans to emphasize slimmer-fitting styles of Dockers khakis in 100 US stores this year as part of a revamp of the 22-year-old brand, which accounts for about a fifth of annual revenue, to win back customers.