Levi Strauss & Co., the world's largest denim company, has announced the addition of two new pilot capabilities to its online stores as part of its commitment to solving online fit and size concerns.

Levi Strauss & Co. announced the launch of its newest fit and sizing online shopping trials on LinkedIn. Through digital, inclusive representation, the 'See It In My Size' feature helps customers to better relate to who is modeling its items; and 'What's My Size' employs an algorithm to propose the perfect size for your body shape.

LS&Co says on its online Unzipped blog, said that one of the most difficult challenges the industry has is transferring the fitting room experience to a digital environment. They're committed to finding the proper technologies to assist their fans get the perfect fit from the start.

According to LS&Co, merchants have struggled with how to assist consumers to discover the correct size and fit since the onset of online shopping, with size and fit difficulties accounting for nearly 40% of all online returns.

Many buyers prefer to try on jeans in-store before purchasing, and Levi Strauss says it recognizes the constraints of online shopping and is always searching for new ways to grow and improve the experience for its 'fans.'

Lara Lasisz, direct-to-consumer innovation lead at LS&Co, said that one of their top innovation initiatives is to improve the online shopping experience and provide really personalized, frictionless experiences for their customers. With online purchasing, one of the most difficult challenges the sector confronts is transferring the fitting room experience to a digital environment. They're committed to developing technologies that will assist their fans to find the appropriate match from the outset.

According to LS&Co, merchants' product pages frequently display only one model for each product, resulting in a lack of a wide sample of sizes and body shapes. Through more inclusive representation, the new 'See It In My Size' feature helps shoppers to better relate to who is modeling its products.

Customers will notice a See It In My Size button when they look at a certain product. When consumers click, a picture of the garment will display on a person who is closer to their size, height, body shape, and/or skin tone, offering the consumer a more realistic preview of the item, according to LS&Co.

The Levi team organized multiple efforts with both workers and micro-influencers to collect all of the essential photographs, as explained on its Unzipped blog. LS&Co launched a company-wide contest earlier this year, inviting workers worldwide to submit images of particular Levi's goods that would be displayed on the website, assuring a solid photo collection spanning a varied range of sizes.

Finding the appropriate size online can be difficult because sizes vary somewhat between fits and designs. The What's My Size? The sizing tool suggestion algorithm from Levi Strauss is intended to prevent returns due to improper size difficulties.

The program prompts users to enter their height, weight, and gender, after which the algorithm will propose the optimal size to choose. The user only needs to do this once because the advice will accompany them throughout their shopping experience and advise the appropriate size for each product they examine.

The See It In My Size pilot is currently accessible on the Levi Strauss desktop in the United States and will be available in Europe, including the United Kingdom, in the following month. What's My Size is now accessible on the PC in six European countries (France, Germany, the United Kingdom, the Netherlands, Spain, and Italy) and will be available on the US mobile app in June.