Levi's Commuter Series is designed to accommodate the needs of today's urban cyclists. In addition to reinforcing most of its garments in the series in strategic areas (e.g crotch and arm pit areas that are traditionally susceptible to tearing), the denim brand has also incorporated a range of new, unique features and elements.
Levi's Commuter Series has reflective material on the inner seam so that when a cyclist rolls up his pant leg, he has an opportunity to increase his visibility on the road. Other features include storage for an iPod and spot for a bike lock.
Levi's Commuter Series represents an intimate understanding of how consumers in a niche market actually use their product. The design is remarkably intuitive in its execution.
Nifty Niche Denim
Levi's Commuter Series is Designed With the Urban Cycler in Mind
Trend Themes
1. Urban Cycling Clothing - Opportunity for clothing brands to design and innovate specialized apparel for urban cyclists with features like strategic reinforcement and reflective materials for safety.
2. Active Commuter Lifestyle - Opportunity for brands to cater to the needs of those with active lifestyles, creating products that transition easily from cycling to other daily activities.
3. Multi-functional Clothing - Opportunity for clothing brands to design versatile apparel that combines style, comfort, and practicality for various activities, such as cycling and other outdoor activities.
Industry Implications
1. Apparel Manufacturing - Opportunity for apparel manufacturers to innovate by incorporating specialized features into their products to better serve niche markets such as active cyclists.
2. Cycling Accessories - Opportunity for cycling accessory manufacturers to innovate and fill the needs of urban cyclists with products like bike locks that easily attach to clothing or reflective lights embedded into clothing.
3. Urban Lifestyle Brands - Opportunity for urban lifestyle brands to cater to consumers with active, on-the-go lifestyles by creating products that transition easily from cycling to other activities, such as stylish backpacks that also hold cycling gear.