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05/03/2022

Levi’s makes online sizing more accurate, inclusive

Dan Berthiaume
Senior Editor, Technology
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levis sizing tools
Levi’s is piloting two online sizing tools.

A leading denim brand hopes to make finding the right size a little easier for shoppers on its e-commerce site.

As a part of a broader strategy to address ongoing online fit and sizing challenges, Levi Strauss & Co. is piloting two new digital shopping features in select countries, “See It In My Size” and “What’s My Size?”

See It In My Size
The new See It In My Sizefeatureis designed to provide more inclusive representation in how products are displayed online. As customers look at a specific product on the Levi’s desktop site, they will see a “See It In My Size” button. 

Once clicked, consumers can select their size, and an image of the garment will appear, but on a digital avatar of a person more similar to their size, height, body shape and/or skin tone, giving the consumer a more accurate preview of the item. 

To gather all the necessary images, Levi’s organized several initiatives with both employees and micro-influencers. Earlier this year, Levi’s launched a companywide contest asking employees across the globe to submit photos in specific Levi’s products that would be featured on the website.

The company also conducted photo shoots with micro-influencers across Northern California, the U.K., and Belgium, as well as at a pop-up in North Carolina, to help ensuring it could create a robust photo library across a diverse range of sizes. 

The See It In My Size pilot is available on the desktop now in the U.S. It will be available across Europe, including France, U.K., Germany, Netherlands, and Spain, in the coming month.

What’s My Size?
Levi’s is also piloting What’s My Size?, a new sizing tool recommendation algorithm. As consumers browse Levi’s products online, they will see the What’s My Size button. When clicked, the tool asks customers to add their height, weight, and gender.

From there, the algorithm will recommend the best size to select. After a consumer does this once, the recommendation will follow the shopper throughout their shopping journey and suggest the best size for each product being viewed. 

What’s My Size is available on the desktop across six countries in Europe, including France, Germany, U.K., Netherlands, Spain and Italy; and will be available on the U.S. mobile app in June 2022. 

Levi’s has also been making efforts to increase the omnichannel connectivity of its stores since the early days of the COVID-19 pandemic. In June 2020, Levi’s partnered with Linc Global to integrate the Google Business Messages solution into its cross-channel chat experiences. Google Business Messages is a mobile conversational channel that combines app- and call-based entry points on Google Maps, Search, and brand websites.

And in January 2022, Levi’s launched a custom-built app called Retail Insights, designed to provide stores, districts, countries, and clusters with real-time access to intelligent data via mobile device, in North America.

“One of our key innovation priorities is to enhance the online shopping journey and create truly personalized, seamless experiences for our consumers,” said Lara Lasisz, direct-to-consumer innovation lead at Levi Strauss & Co., in a corporate blog post. “With online shopping, one of the biggest obstacles the industry faces is how to transfer the fitting room experience to a digital environment. We’re dedicated to find the right technology that will help our fans find the perfect fit from the start.”