Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team.
What is it?
Fashion brand Levi’s has launched its jeans fit guide in Germany on Amazon’s Alexa device to help boost its direct-to-consumer first focus.
The tool is an interactive voice-driven questionnaire intended to help customers select the right fit and style of jeans without trying them on. The new innovative feature aims to transform the online shopping experience through the festive season.
German customers with Alexa devices can say “Alexa, start the Levi’s fit guide” to be guided through questions to determine the shopper’s gender, style and fit preferences.
Customers will then be recommended the fit that best matches each answer, selected from a range of 18 men and women’s Levi jeans styles on Amazon.
The recommended pair of jeans will be described by Alexa or shown on Alexa-enabled screen devices, pointing out the main characteristics of the style.
Why does it matter?
Levi’s is the first fashion brand globally to run a branded experience via Alexa. It offers a personalised experience from the shopper’s home without the need to go to the store or online first.
While this is exclusive to Germany from now until the end of December, it is set to reach other countries in the near future to have a wider impact on Levi’s, Amazon and customers.
Strategic implications
Many retailers are now looking for ways to bolster tech, innovation, personalised experiences and retail partnerships. This could bring many benefits to Levi’s in terms of customer loyalty and higher sales through becoming the first fashion brand globally to run this experience on Alexa via Amazon.
“The Levi’s jeans fit guide underscores our focus on being DTC-first by offering our Germany consumers an innovative way to find their perfect jeans fit. 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”
- Lucia Marcuzzo, Levi’s managing director of Europe.
Winning strategies
- Personalisation and innovation
- Elevated customer experience
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