>Levi’s has built the single largest brand of women’s jeans in the country. And it’s done so without having any jeans in the store. Instead, women have their measurements taken by a trained specialist, who sends them to a computerized factory. There, a semi-custom pair of jeans are made to order. The shopper gets custom fit for a fraction of the cost. Levi’s has a huge savings in inventory risk and advertising costs. And best of all, once a customer has given her measurements to Levi’s, once she’s worn a pair of custom jeans that fit her to a “T” and make her look like she always wanted, why would she even consider switching brands to save a few dollars?

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