Levi’s and Amazon are entering a new chapter in their relationship.
This week, the denim giant launched the Levi’s Jeans Fit Guide in Germany, powered by Amazon’s Alexa technology. Through an interactive voice-activated questionnaire, Levi’s wants to help consumers in Germany find the right style and size of jeans without having to try on a pair.
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Levi’s is the first fashion brand in the world to offer such a brand experience on its cloud-based virtual assistant platform.
Consumers can access the guide by saying “Alexa, start the Levi’s Fit Guide” on their Alexa 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 suits each answer.
Alexa selects recommendations from the 18 Levi’s jeans styles for men and women available on Amazon.
The recommended fit is then described verbally by Alexa or displayed on Alexa screen devices. Consumers have the option to add the featured product to their Amazon shopping cart, purchase it directly from the Levi’s website, or pick it up at a Levi’s store.
The guide will be available until the end of the year.
As the largest denim market in Europe, Germany is a fertile testing ground for the technology. Lucia Marcuzzo, managing director for Europe at Levi Strauss & Co., said the guide underlines Levi’s focus on a direct-to-consumer brand and strengthens its momentum in the region. Levi’s sales in Europe rose 7 percent in the third quarter, largely due to a 30 percent increase in DTC e-commerce.
“It brings elements of the in-person shopping experience to the comfort of their home and helps remove some of the uncertainty about style and fit that comes with making an online purchase,” she said.
Levi’s has previously tested other fit-finding technologies. In 2022, the brand debuted with the films “See It In My Size” and “What’s My Size?” instruments in selected markets. The See It In My Size feature offered consumers the opportunity to select an image of a product worn by someone whose size, height, body shape or skin color best suits them. The What is my size? page. tool provided advice on the best fit for consumers based on questions about their height, weight and gender.
However, the brand is not giving up on traditional customer service. In September, Levi’s launched BackPocket, an app for store associates to improve the customer experience, streamline inventory information for associates and promote consumer loyalty. The app syncs with any Red Tab loyalty account to help employees get “a 360-degree view of the customer across all channels,” allowing them to recommend products and sizing information.
