Levi’s partners with Amazon for jeans fitting
Levi Strauss & Co. customers in Germany can now utilize Amazon Alexa interactive voice technology to help find the right jeans fit.
The denim giant is launching a holiday season pilot of the Levi’s Jeans Fit Guide, which uses Amazon Alexa technology to help shoppers find the right style and size using an interactive voice-driven questionnaire, in Germany.
The solution is designed for shoppers to use in their own homes, without actually having to try on any jeans. Levi’s is the first fashion brand globally to run this type of branded experience on the Alexa platform.
"The Levi’s Jeans Fit Guide underscores our focus on being direct-to-consumer-first by offering our Germany consumers an innovative way to find their perfect jeans fit," said Lucia Marcuzzo, managing director for Europe at Levi Strauss & Co. "It brings elements of the in-person shopping experience to the comfort of their homes and helps to remove some of the uncertainty around style and fit that comes with making an online purchase."
Consumers in Germany can test the new offer on their Alexa-enabled device by saying, "Alexa, start the Levi’s Fit Guide" in German. The guide then asks a series of questions, determining the user’s gender, style and fit preferences before recommending the fit that best matches each answer, selecting from 18 men’s and women’s Levi’s jeans styles available on Amazon.
The recommended fit is then described by Alexa verbally or shown on Alexa-enabled screen devices, highlighting the key characteristics of the suggested style. Shoppers have the option to add the suggested product to their Amazon cart, purchase it directly on the Levi’s website or pick it up at a Levi’s store.
German shoppers can gain access to the Fit Guide until the end of December 2024 via any Alexa-enabled device, including Echo and Fire TV devices.
Levi’s tailors online shopping
Levi’s has been actively trying to create a more individualized e-commerce experience for the past two years. In May 2022, the company began piloting two new digital shopping features in select countries, “See It In My Size” and “What’s My Size?” The new See It In My Size feature is 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.
What’s My Size? is 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.
The company has also tested customized models generated by artificial intelligence (AI) created with technology from digital fashion studio Lalaland.ai. Levi’s said it plans to use the AI-generated models to supplement the brand’s human models. The technology enables shoppers to see models “that look more like themselves,” and increase the number and diversity of its models in a sustainable way, the retailer said.
[READ MORE: Levi’s to pilot AI-generated customized models]
San Francisco-based Levi Strauss products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores and online sites. It has global footprint of approximately 3,200 brand-dedicated stores and shop-in-shops.
