With my professional background, I don’t easily fall for advertising and marketing tricks. I know them already. I buy what I buy because it describes me and gives me a sense of who I want to become. One brand that has been at my side since I was in middle school was Levi’s.
I have worn Levi’s jeans since I was about twelve. They look great with band shirts and with an oxford and a bow tie. You can get them in a handful of styles and washes – variety is good. Up until recently, I have been happy to shop at the Levi’s store on Michigan Avenue in downtown Chicago. I’ve taken a trip there at least once per year for the past seven years. This past trip, last June, I didn’t have much luck. I had grown again. (Yeah I was twenty-seven. Who still grows then? I do, I guess.) I could wear sizes 31 or 32×30, but they fit weird. I tried on the 33 and 34×30 and had elephant legs, but they fit in the waist. What happened? I felt like a freak and like the jeans I had worn for fifteen years had abandoned me.
This past week, I went to JCPenny to further explore their new branding and marketing. I wanted to see how the store had changed and get talk with the employees, get their feedback on the changes JCPenny put in place. Everyone was excited about the change, even allowing their employees a more causal attire (which included jeans). A girl in the men’s department was overly helpful. Addressing my concerns of the lack of consistency with Levi’s ,she said that her boyfriend was built like me and was having similar problems.
I happened to notice a large stack of Arizona jeans across the isle and asked for her opinion. She had nothing but good things to say. I thought I’d give them a try. What did I have to loose? Wouldn’t you know, they fit. Not only did they fit, they were almost perfect. Not to mention they had six different styles I liked and happened to be on sale. I mean, how can you go wrong when you find jeans for $9.00 a pair? Hello. One of the pairs I bought wasn’t on sale, but for $25.00, I didn’t think I could go wrong.
I’d like to say I will always be a fan of Levi’s jeans, I believe I will. There is something about that iconic little red tag that I want to hold onto badly. Sadly, the fact is that I won’t sacrifice my comfort for a brand. I shouldn’t have to. Maybe I’m just growing up.
Please note: You don’t need to adjust the color on your computer screen, I did buy purple jeans. What can I say, I’m an individual with crazy style and taste. I like to refer to myself as a bit eccentric.