Levi Strauss & Co.

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 home.

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 online."

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.