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. With an interactive voice-driven questionnaire, Levi aims to help consumers in Germany find the right style and size of jeans without trying on any pairs.
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Levi’s is the first fashion brand in the world to implement an experience like this on a cloud-based assistant platform.
Consumers can access the guide by saying, “Alexa, starte den Levi’s Fit Guide” on their Alexa-enabled device, including the Echo and Fire TV. 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 choose recommendations from 18 styles of Levi’s jeans for men available on Amazon.
Recommended matches are then explained verbally by Alexa or displayed on Alexa-enabled screen devices. Shoppers have the option to add a suggested product to their Amazon cart, purchase it directly from the Levi’s website or pick it up at a Levi’s store.
The guide will be available by the end of the year.
As the largest denim market in Europe, Germany is a fertile testing ground for 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 presence in the region. Levi’s revenue in Europe increased 7 percent in Q3, thanks to a 30 percent increase in DTC e-commerce.
“It brings elements of the personal shopping experience to the comfort of their homes and helps remove some of the uncertainty about style and fit that comes with online shopping,” he said.
Levi previously tested other fitness technologies. In 2022, the brand released the design “See It In My Size” and “What’s My Size?” selected market instruments. The See It In My Size feature gave consumers the opportunity to select a product image to be worn on someone whose size, height, body shape or skin tone best reflects their own. What’s My Size? the tool provided guidance on the best fit for consumers based on questions related to their height, weight and gender.
The brand doesn’t give up on standard customer service, however. In September, Levi’s launched BackPocket, an app for store associates to help improve the customer experience, streamline partner inventory information and foster loyalty among shoppers. The app can sync with any Red Tab loyalty account to help associates get a “360-degree view of the consumer across all channels,” and help them recommend products and size information.
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