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00:00THAT FINALLY DOES THE COMPANY IN. THAT IS THE COVER STORY OF BLOOMBERG BUSINESSWEEK. TIM HIGGINS WROTE THE STORY. HOW MUCH TROUBLE ARE THEY IN? TIM : THEY ARE DOING GREAT IN THE GLOBAL MARKET. IN THE PAST YEAR, JEANS SALES HAS DECREASED. IT IS ON A ONE-TO-ONE BASIS. THERE ARE AS MANY JEANS BEING SOLD AS YOGA PANTS. THEY SET OUT TO CREATE A PANT AS APPEALING TO WOMEN. OLIVIA: I DIDN'T REALIZE THAT COMPANIES HAVE DIRECTORS OF TECHNICAL -- WHAT ARE THEY DOING TO COMPETE? TIM: THEY OPENED A LAB IN DOWNTOWN SAN FRANCISCO AND THEY HAVE THESE MEN AND WOMEN WORKING ON THE FUTURE OF DENIM. THEY GOT INTO THE FABRIC LEVEL, WHAT MAKES SOMETHING COMFORTABLE , MORE RESILIENT, THEY TALKED ABOUT WAYS TO USE LASERS TO CONTOUR THE FABRIC IN A WAY TO MAKE IT LOOK MORE APPEALING ON A WOMAN. THEY HAVE USED OTHER TECHNIQUES TO MAKE THIS MATERIAL LOOK AND FEEL LIKE TRADITIONAL DENIM, BUT BE MORE STRETCHY. OLIVIA: ARE THEY GOING TO LOOK LIKE JEANS? OR ARE THEY GOING TO LOOK LIKE JEGGINGS? TIM: THEY DON'T WANT TO CREATE SOMETHING THAT DOESN'T LOOK AUTHENTIC TO THE LEVI'S BRAND. HOLDING THEM UP, I COULDN'T TELL WHICH ONE WAS THE NEW AND WHICH WAS THE OLD. I TOOK A WOMAN TO TRY JEANS ON AS A SECRET SHOPPER, AND SHE WAS BLOWN AWAY BY HOW COMFORTABLE THEY WERE. NORMALLY IT IS HARD TO FIND THE BEST FIT. SHE TOOK IT RIGHT OFF THE SHELF AND IT FIT. OLIVIA: IT IS NEARLY IMPOSSIBLE TO FIND THE PERFECT PAIR OF JEANS. TO BE CLEAR, THE PROBLEM IS NOT THAT PEOPLE ARE BUYING -- IS THE PROBLEMS THAT PEOPLE ARE BUYING LESS JEANS? OR ARE THEY BUYING LESS LEVI'S? TIM: LEGGINGS HAVE BECOME THE THING THAT YOU WHERE TO ALL OF THE ACTIVITIES THAT IN THE PAST, YOU WOULD HAVE WORN JEANS TO. THEY ARE STILL POPULAR FOR GOING OUT IN THE EVENING, BUT IT IS GETTING BACK TO THE THING YOU WHERE WHEN YOU NEED TO WEAR SOMETHING THAT ISN'T WORK CLOTHES. OLIVIA: THEY HAVE A COOL CEO, WHAT IS HIS STRATEGY? TIM: IN THE PAST, THEY HAVE FOCUSED HEAVILY ON MEN, THEY HAVE DONE WELL. THEY FOCUS ON A TURNAROUND PLAN, IT HAS GONE WELL. THIS YEAR, IF HE IS SUCCESSFUL BECAUSE OF THE WOMEN'S JEANS , HE MAY HAVE HIS FIRST TIME IN 20 YEARS THAT THE COMPANY WILL HAVE THAT. OLIVIA: I AM LOOKING FORWARD TO READING YOUR COVER STORY. IT IS OUT ON NEWSSTANDS AND ONLINE. THANK YOU. COMING UP, THE CEO OF UNION SPECIFIC -- UNION PACIFIC WILL

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Yoga Pants Are Killing Levi's

Bloomberg's Tim Higgins reports on Levi's attempt to adapt to the yoga pants era. He speaks on "Bloomberg Markets." (Source: Bloomberg)