Amazon Alexa to offer interactive Levi’s Jeans Fit Guide

Levi’s is piloting an innovative Jeans Fit Guide with Amazon’s Alexa. Becoming the first fashion retailer to run a branded experience on Alexa, the denim specialist will ask users a series of questions to determine their best fit before directing them to Amazon listings.

This initiative – exclusive to Germany from now until the end of December – is an interactive voice-driven questionnaire, which helps customers select the right fit and style of jeans from the comfort of their homes.

All customers have to do is say "Alexa, starte den Levi’s Fit Guide" to an Alexa-enabled device. They're then guided through a series of questions to determine their gender, style and fit preferences. Shoppers will be recommended the fit that best matches each answer, selecting from 18 men’s and women’s Levi’s jeans styles available on Amazon.

There's an option to add the suggested product to their Amazon cart or purchase the item directly on the Levi’s website or in a Levi’s store.

Lucia Marcuzzo, managing director Europe, Levi Strauss & Co. said: "The Levi’s Jeans Fit Guide underscores our focus on being DTC-first by offering our German consumers an innovative way to find their perfect jeans fit. 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.

"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."

The current rollout of Levi's Jeans Fit Guide is exclusive to Germany allowing the brand to "explore how consumers engage with this new feature" in a key market. At this stage, there aren’t any confirmed plans for a wider rollout, but "Levi’s is always open to opportunities that could bring more value to fans globally".