Levi’s has become the first fashion brand globally to utilize Amazon's Alexa for a personalized shopping experience. This week in Germany, the denim giant introduced the Levi’s Jeans Fit Guide, an innovative voice-driven tool powered by Alexa technology. Through a series of interactive questions, Levi’s aims to guide consumers in finding the perfect jeans style and size, eliminating the need to try on multiple pairs.

The Fit Guide tailors recommendations by determining user preferences, including gender, style, and fit. Alexa offers verbal descriptions or visual displays on compatible devices. Shoppers can then add the recommended jeans directly to their Amazon cart, make a purchase through Levi’s website, or choose to pick them up in-store.

Levi’s Managing Director for Europe, Lucia Marcuzzo, highlighted that the Fit Guide combines the in-store experience with the convenience of shopping from home. This launch follows earlier Levi’s innovations in fit technology, including the “See It In My Size” and “What’s My Size?” tools, introduced in 2022.

Despite its focus on digital solutions, Levi’s continues to invest in traditional customer service. The recent launch of the BackPocket app for in-store associates supports customer engagement, streamlining inventory management and enhancing the shopping experience through integrated data from Red Tab loyalty accounts.