E-Commerce

Levi’s debuts two new online sizing capabilities

The denim maker recruited employees and micro-influencers to model products.
article cover

Levi’s

· less than 3 min read

Stay up to date on the retail industry

All the news and insights retail pros need to know, all in one newsletter. Join over 180,000 retail professionals by subscribing today.

For those considering showering in their jeans to secure the perfect fit, Levi’s might have an easier fix. The denim maker yesterday announced in a blog post that it’s piloting two new sizing capabilities on its website, hoping to address an issue it noted is responsible for around 40% of annual returns, according to Narvar.

“With online shopping, one of the biggest obstacles the industry faces is how to transfer the fitting-room experience to a digital environment,” Lara Lasisz, global DTC innovation lead at Levi’s, said in a statement. “We’re dedicated to finding the right technology that will help our fans find the perfect fit from the start.”

Happy medium: “See It In My Size,” which is now available in the US and will hit Europe next month, allows shoppers to view images of models that more closely align with their size, body shape, height, and skin tone when browsing clothes online, giving them a better sense of how a product will look on them.

  • Levi’s said it sourced images from its employees through a company-wide contest, along with photo shoots with micro-influencers from the US, UK, and Belgium.
  • The feature is powered by e-comm tech startup Reflekt Me.

More inclusive online fitting options are a growing priority for retailers. After acquiring virtual try-on company Zeekit last year, Walmart debuted a “Choose My Model” try-on tool in March that lets shoppers pick from 50 different models across different heights, body shapes, and skin tones.

And, and, and: Another tool from Levi’s—called “What’s My Size?”—offers sizing recommendations based on a shopper’s height, weight, and gender.

Zoom out: Levi’s has doubled down on tech over the last year to help shoppers meet their denim match. In October, it rolled out AI-driven tech called “Grid Sort” that uses shopper info to create profiles with products personalized to their interests.—EC

Stay up to date on the retail industry

All the news and insights retail pros need to know, all in one newsletter. Join over 180,000 retail professionals by subscribing today.