Levi Strauss & Co. has introduced a Levi’s Jeans Fit Guide on Amazon Alexa, part of the apparel company’s move toward becoming a DTC-first brand. The feature, exclusively available in Germany through the end of December 2024, is an interactive voice-driven questionnaire designed to help shoppers select the right fit and style of jeans without having to try on multiple pairs.
Consumers can test the offering by saying “Alexa, starte den Levi’s Fit Guide.” They will then be guided through questions that determine their gender, style and fit preferences before the guide recommends the best-matching fit from 18 men’s and women’s Levi’s jeans styles available on Amazon.
The recommended fit will then be described by Alexa or shown on Alexa-enabled screen devices, highlighting the style’s key characteristics. Shoppers can add the jeans to their Amazon cart, purchase them on the Levi’s website or in a Levi’s store. The guide can be accessed on any Alexa-enabled device, including Echo and Fire TV devices.
The aim is to “bring 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,” explained Lucia Marcuzzo, Managing Director Europe for Levi Strauss & Co. in a statement. “We’re thrilled to partner with Amazon to enhance the experience for Levi’s fans in one of our key European markets.”
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In April 2024 Levi’s named Gianluca Flore as its new EVP and Chief Commercial Officer as part of its pivot to becoming a DTC-first brand, first announced in June 2022. In July 2024 Levi’s unveiled ecommerce improvements including faster page load times, a new search solution, revamped site navigation and enhanced fit information.
