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Levi’s Leans on Consumer-Facing Fit Tools to Help Reduce Returns

Levi’s is securing its ranking as a top-fitting denim brand with two new initiatives dedicated to helping online shoppers find their size.

The brand recently debuted the “See It In My Size” and “What’s My Size?” tools in select markets, bridging the gap between what customers see online and what actually fits their bodies.

The See It In My Size feature offers customers the opportunity to select an image of the product being worn on someone whose size, height, body shape or skin tone best reflects their own. The company called for employees and micro influencers to submit photos of themselves in Levi’s products to assemble a library with a diverse range of sizes.

Customers in the U.S. can now take advantage of the tool on select items. Within the next month, the feature will be available across Europe.

The What’s My Size? tool offers customers guidance on the best fit for them based on a few questions related to their height, weight and gender. Once selected, the tool carries over throughout the site so size recommendations are automatically offered. The tools is now available on desktop in France, Germany, the U.K., Netherlands, Spain and Italy, and will be available on the U.S. mobile app next month.

In a new report on top fitting brands, size and fit platform True Fit culled data from over 90 million active registered consumers who have created a True Fit profile while shopping across the platform’s network of retail partners between December 2020 and December 2021. The report featured Levi’s in the No. 4 spot as consumers’ favorite-fitting brand overall and consumers’ favorite-fitting brand in the U.S.

“One of our key innovation priorities is to enhance the online shopping journey and create truly personalized, seamless experiences for our consumers,” said Lara Lasisz, Levi Strauss & Co. direct-to-consumer innovation. “With online shopping, one of the biggest obstacles the industry faces is how to transfer the fitting room experience to a digital environment. We’re dedicated to finding the right technology that will help our fans find the perfect fit from the start.”

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The fit tools have an obvious benefit for customers, but they also give Levi’s a boost in the process: A recent study of U.S. consumers from post-purchase customer experience platform Narvar showed that fit and size are the primary reason for returns, and account for 42 percent of returns. With an influx of online shoppers, the need for fit tech innovations is continuously increasing.

Features like these are gaining traction as size inclusivity spreads. Size-inclusive denim brand Good American was the first to offer an e-commerce tool that showed products on all of its 15 sizes from 00-32, across 15 different fit models. In August, Old Navy launched Bodequality, an omnichannel shopping experience aiming to democratize its fit process and how women of all shapes and sizes shop for fashion. The venture offers sizes 0-30 and XS-4X for all women’s styles at price parity, a move that comes after the brand reintroduced plus-size clothing in stores in 2018 after selling them only online for 11 years.

Last June, Levi’s Turkey conducted a pilot of MySize’s proprietary AI-driven sizing tech solution, the MySizeID widget, which also uses similar input data to determine the best fit for a user. Prior to that, the brand teamed with Japanese tech firm Zozotown, best known for its Zozosuit bodysuit that captures fit and sizing data, on a fit tech tool that captures user data and compares it to 64 different shapes pulled from Zozosuit data to determine fit.