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Levi\u2019s and Amazon are entering a new chapter in their relationship.<\/p>\n
This week in Germany the denim giant launched the Levi\u2019s Jeans Fit Guide powered by Amazon\u2019s Alexa technology<\/a>. Through an interactive voice-driven questionnaire, Levi\u2019s aims to help consumers in Germany find the right style and size of jeans without having to try on any pairs.<\/p>\n More from Sourcing Journal<\/strong><\/p>\n Levi\u2019s is the first fashion brand globally to run a branded experience like this on the cloud-based virtual assistant platform.<\/p>\n Consumers can access the guide by saying, \u201cAlexa, starte den Levi\u2019s Fit Guide\u201d to their Alexa-enabled device, including Echo and Fire TV devices. The guide then asks a series of questions, determining the user\u2019s gender, style and fit preferences before recommending the fit that best matches each answer.<\/p>\n Alexa will select recommendations from the 18 men\u2019s and women\u2019s Levi\u2019s jeans styles available on Amazon.<\/p>\n 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\u2019s website or pick it up at a Levi\u2019s store.<\/p>\n The guide will be available through the end of the year.<\/p>\n As the largest denim market in Europe, Germany<\/a> is fertile testing ground for the technology. Lucia Marcuzzo, managing director for Europe at Levi Strauss & Co., said the guide underscores Levi\u2019s focus on being a direct-to-consumer brand and strengthens its momentum in the region. Levi\u2019s revenue in Europe increased 7 percent in Q3, due largely to a 30 percent increase in DTC e-commerce.<\/p>\n \u201cIt 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,\u201d she said. <\/p>\n Levi\u2019s previously tested other fit-finding technologies<\/a>. In 2022, the brand debuted the \u201cSee It In My Size\u201d and \u201cWhat\u2019s My Size?\u201d\u00a0tools 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.\u00a0The What\u2019s My Size? tool provided guidance on the best fit for consumers based on questions related to their height, weight and gender.<\/p>\n The brand isn\u2019t giving up on traditional customer service, however. In September, Levi\u2019s launched BackPocket, an app for in-store associates to help improve customer experiences, streamline inventory\u00a0<\/a>information for associates and foster\u00a0loyalty\u00a0among consumers. The app can sync with any Red Tab loyalty account to help associates get \u201ca 360-degree view of the shopper across all channels,\u201d in turn helping them to recommend products and size information.<\/p>\n<\/div>\n