Levi Strauss & Co. is piloting two new capabilities on the Levi’s website to prevent online returns stemming from size and fit issues, while promoting an inclusive experience.
The new See It In My Size feature helps shoppers to better relate to who is modeling products through authentic and inclusive representation, while the new What’s My Size? pilot is a sizing tool recommendation algorithm.
“One of our key innovation priorities is to enhance the online shopping journey and create truly personalized, seamless experiences for our consumers,” said Lara Lasisz, direct-to-consumer innovation lead at LS&Co. “With online shopping, one of the biggest obstacles the industry faces is how to transfer the fitting room experience to a digital environment. We’re dedicated to finding the right technology that will help our fans find the perfect fit from the start.”
See It In My Size
Often, retailers’ product pages feature one model for each product, lacking a diverse preview of sizes and body types. With Levi’s new feature, once consumers click the See It In My Size button on the website, they can select their size and an image of the garment will appear on a person more similar to their size, height, body shape and/or skin tone. This experience aims to cultivate an inclusive experience and give consumers a more accurate preview of the item.
To gather all the necessary images, the Levi’s team organized several initiatives with both employees and micro-influencers. Earlier this year, the retailer launched a companywide contest asking employees across the globe to submit photos in specific Levi’s products that would be featured on the website. The team also conducted photo shoots with micro-influencers across Northern California, the U.K. and Brussels, as well as a pop-up in North Carolina, to get a robust photo library across a diverse range of sizes.
The See It In My Size pilot is available on the desktop now in the U.S. and will be available across Europe — including France, the UK, Germany, Netherlands and Spain — in the coming month.
What’s My Size?
The pilot of What’s My Size? recommendation algorithm allows consumers to click a button and add their height, weight, and gender. From there, the algorithm will recommend the best size to select. After the consumers does this once, the recommendation will follow the consumer throughout their shopping journey and suggest the best size for each product being viewed.
What’s My Size is available on the desktop in six countries in Europe (France, Germany, the UK, Netherlands, Spain and Italy) and will be available on the U.S. mobile app in June 2022.