Appreciated by the AARP Crowd

In the great Costco vs. Amazon debate (we regularly buy from both) Costco gets more of our shopping dollar, even combining our Whole Foods spending with Amazon. One of Costco's advantages is the value proposition of its private Kirkland label.

Kirkland jeans are under $15 and reasonably durable, but lately my two pair have been getting a little snug--from repeated dryings, of course. "New relaxed waist" is a timely innovation that might turn off the skinny teens and 20-somethings that shop at Costco but will be appreciated by the AARP crowd.

Lots of marketing data went into this one.