Levi’s customers in Japan will now be able to find jeans based on their own measurements. The denim company is teaming up with Zozotown, a Japanese technology firm best known for its Zozosuit bodysuit that captures fit and sizing data.
This partnership with Zozotown enables Levi’s fans to find an accurate size. Consumers can visit the Zozotown website, input their height and weight and find their perfect Levi’s fit as it compares to 64 different shapes pulled from Zozosuit data.
In a report published by data-driven personalization platform True Fit in February, consumers named Levi’s one of the best-fitting denim brands. The brand continues to improve its sizing accuracy to ensure customer satisfaction online and further solidify its positive reputation.
“Japan is one of the world’s most sophisticated denim markets and consumers know what they want,” said Pascal Senkoff, Levi’s managing director, North Asia. “Gone are the days of making a purchase online and hoping it fits. Through this partnership with Zozotown, we can elevate our connection with a fashion-forward audience and tap into the opportunity on a platform where over eight million people make purchases annually.”
The “Multi-Size” initiative is just one example of fashion turning to alternative sizing methods in recent years. Technology such as True Fit, MySize ID, Fit Analytics, 3DLook and Drapr offer sizing tools that help consumers find better-fitting apparel and footwear.
Brands are also tailoring their offerings to appeal to a wider demographic of consumers. Earlier this month, footwear brand Converse debuted its first apparel line, Shapes, which featured garments designed according to body shape rather than size or gender.