“Alexa, Which Levi’s® Jeans Fit Me Best?”

Levi's® is taking the guesswork out of finding the perfect fit, just in time for the holiday season.

Today in Germany, the team launched the Levi's® Jeans Fit Guide, which uses Amazon Alexa technology to help shoppers find the right style and size using an interactive voice-driven questionnaire - without needing to try on any jeans, and all from the comfort of their own homes. Levi's® is the first fashion brand globally to run a branded experience like this on Alexa.

"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," said Lucia Marcuzzo, managing director for Europe at Levi Strauss & Co. "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."

Consumers in Germany can test the new offer on their Alexa-enabled device simply by saying, "Alexa, starte den Levi's® Fit Guide." The guide then asks a series of questions, determining the user's gender, style and fit preferences before recommending the fit that best matches each answer, selecting from 18 men's and women's Levi's® jeans styles available on Amazon.

The recommended fit is then described by Alexa verbally or shown on Alexa-enabled screen devices, highlighting the key characteristics of the suggested style. Shoppers have the option to add the suggested product to their Amazon cart, purchase it directly on the Levi's® website or pick it up at a Levi's® store.

Shoppers looking to find their perfect jeans fit can access the Fit Guide until the end of December this year and can engage with Levi's® Fit Guide via any Alexa-enabled device, including Echo and Fire TV devices.

As more consumers use direct messaging and voice communication for shopping, the Jeans Fit Guide helps us meet Levi's® fans where they are while still providing the personalization and quality service we're known for. This partnership with Amazon is the latest example of LS&Co.'s investments in innovative technologiesthat enhance consumer experiences on every shopping channel.

The Jeans Fit Guide in Germany also allows us to continue to build brand momentum in the growing European market, which registered 7% revenue growth in the third quarter, due largely to a 30% increase in the e-commerce business. Digital tools - including the Jeans Fit Guide and other AI-powered shopping assistants - will cater to new and returning European shoppers through the upcoming holiday season and beyond.

"We're thrilled to partner with Amazon to enhance the experience for Levi's® fans in one of our key European markets and to be the first fashion brand globally to run a Branded Experience on Alexa," said Lucia.