Levi Strauss & Co. is doubling down on its direct-to-consumer (DTC) and digital strategies with a new tool that helps online shoppers find their perfect jeans fit more easily with Amazon’s Alexa.

Launched in Germany on Nov. 11, the Levi’s Jeans Fit Guide uses Alexa to help shoppers find their ideal denim fit from home. The voice-activated tool asks users for details such as gender, style and fit preferences, delivering tailored recommendations verbally or visually on digital devices based on their responses.

Levi’s said it is the first fashion brand globally to offer a branded experience of this kind on Alexa. Shoppers in Germany can access the guide through December, though Levi’s hasn’t yet shared plans for expansion beyond this market.

Levi Strauss & Co. is No. 162 in Digital Commerce 360’s Top 1000 Database ranking of the largest North American online retailers. The database categorizes Levi’s under Apparel & Accessories. Digital Commerce 360 projects that Levi Strauss & Co. online sales will reach $600.60 million in 2024.

Levi Strauss & Co. web sales by year

Levi’s Alexa use case for a tailored ecommerce experience

“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, Levi’s managing director for Europe, in a company statement. “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.”

Levi’s has been steering its focus toward DTC growth in recent years, signaling a shift away from traditional retail channels like Macy’s.

As part of this strategy, the denim brand has introduced personalized online features, such as “See It In My Size” and “What’s My Size?” to offer a more tailored ecommerce shopping experience. Earlier this year, the brand launched new search upgrades and product storytelling features, aiming to improve the online experience and better connect shoppers with items that suit their preferences.

The new Levi’s Jeans Fit Guide builds on this strategy. Shoppers in Germany can activate the guide by saying, “Alexa, starte den Levi’s Fit Guide” on Alexa-enabled devices. The guide then recommends one of 18 jeans styles for men and women. Alexa can either describe the fit verbally or display it visually on compatible devices, letting shoppers add items directly to their Amazon cart, locate them at a nearby Levi’s store, or complete the purchase on Levi’s website.

“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,” the retailer said in a statement. “This partnership with Amazon is the latest example of LS&Co.’s investments in innovative technologies that enhance consumer experiences on every shopping channel.”

Ecommerce fuels growth amid flat revenue

Alongside its DTC efforts, Levi’s said it sees the Jeans Fit Guide as a way to build on its brand momentum in Europe, where revenue grew 7% in its fiscal third quarter ended Aug. 25, driven by a 30% increase in ecommerce sales.

Overall, Levi’s reported $1.5 billion in revenue in Q3, flat from the same period last year. However, ecommerce outpaced overall growth, with net revenue from online sales rising 16% year over year. The DTC segment made up 44% of Levi’s overall net revenue for the quarter.

“We are pleased that the underlying fundamentals of our business are getting stronger, and our key strategies continue to gain traction, including DTC up 12%, the U.S. continuing to be positive and Europe returning to growth,” CEO Michelle Gass said during the company’s Q3 earnings call.

For Q4, Levi’s expects sales momentum from Q3 to continue through year-end, said chief financial and growth officer Harmit Singh.

“This will be driven by accelerated growth of the Levi’s brand supported by a new marketing campaign, improving in global wholesale and continued momentum in DTC and Europe along with the benefit from the 53rd week,” he said on the call.

For the full fiscal year 2024, Levi’s projects net revenue growth of only around 1%, impacted by headwinds in its Dockers, China, and Mexico wholesale businesses, according to Singh.

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