Finding the Best Fit
Levi Strauss & Co. knows how stressful
it can be to take an armload of jeans into a dressing room, then
have to trudge back and forth to the rack in search of the perfect
fit. Since there's nothing quite like a great fitting pair of Levi's,
the San Francisco company in 2003 launched a virtual fitting room
where – with just a few clicks of the mouse – customers
can find their best fit in a pair of jeans without ever leaving
It's all in the name of personalization for a
company that's well known for its wide variety of jean cuts, fits
and lengths designed to fit a variety of body types. Thanks to the
Internet, the company's latest innovation is an online tool that
allows customers to wriggle into a pair of jeans and buy the best
fit without leaving home.
Customers begin a fit session by personalizing
their own virtual model, based on actual measurements, body shape,
facial features and hairstyle. The virtual fitting room calculates
the model’s body type, size and style preference to help make
the search for the perfect pair of jeans quick and easy. The site's
"What’s My Size" feature uses the consumer's actual
measurements to suggest their ideal size in a particular garment,
and to give detailed fit ratings like "snug to loose"
or "short to long."
Users are then given the option to try on another
pair of Levi’s jeans or to purchase their favorite fit
online through an easy, direct link. The interactive tool is designed
for male and female users and features complete looks from the brand’s
fall Red Tab collection.
"The Levi’s brand has long used the
Internet to reach consumers in innovative and compelling ways,"
says Patrice Varni, director of digital business for Levi Strauss
& Co. "In partnering with Kohl’s Department Stores
and My Virtual Model™ on the Levi’s fitting room, we’re
able to bring our online shoppers real value and the ability to
find and buy their perfect style and size of Levi’s jeans
Levi Strauss & Co.'s latest personalization
strategy is just one of many that the company has used since being
founded in 1873. The company, which celebrated its 150th birthday
in 2003, boasts "original, authentic" jeans that are among
the most successful, widely recognized and often imitated jeans
products in the history of apparel. Because of this, Levi's jeans
have captured the attention, imagination and loyalty of generations
of diverse individuals in more than 100 countries around the world
and continue to do so today through jeans wear innovation.