Levi’s and Amazon are entering a new chapter in their relationship.
This week in Germany the denim giant launched the Levi’s Jeans Fit Guide powered by Amazon’s Alexa technology. Through an interactive voice-driven questionnaire, Levi’s aims to help consumers in Germany find the right style and size of jeans without having to try on any pairs.
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Levi’s is the first fashion brand globally to run a branded experience like this on the cloud-based virtual assistant platform.
Consumers can access the guide by saying, “Alexa, starte den Levi’s Fit Guide” to their Alexa-enabled device, including Echo and Fire TV devices. 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.
Alexa will select recommendations from the 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. Consumers 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.
The guide will be available through the end of the year.
As the largest denim market in Europe, Germany is fertile testing ground for the technology. Lucia Marcuzzo, managing director for Europe at Levi Strauss & Co., said the guide underscores Levi’s focus on being a direct-to-consumer brand and strengthens its momentum in the region. Levi’s revenue in Europe increased 7 percent in Q3, due largely to a 30 percent increase in DTC e-commerce.
“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,” she said.
Levi’s previously tested other fit-finding technologies. In 2022, the brand debuted the “See It In My Size” and “What’s My Size?” tools in select markets. The See It In My Size feature offered consumers the opportunity to select an image of a product being worn on someone whose size, height, body shape or skin tone best reflects their own. The What’s My Size? tool provided guidance on the best fit for consumers based on questions related to their height, weight and gender.
The brand isn’t giving up on traditional customer service, however. In September, Levi’s launched BackPocket, an app for in-store associates to help improve customer experiences, streamline inventory information for associates and foster loyalty among consumers. The app can sync with any Red Tab loyalty account to help associates get “a 360-degree view of the shopper across all channels,” in turn helping them to recommend products and size information.
