Levi's launches A.I. 'Virtual Stylist' for online fit recommendations

Denim jeans retailer Levi Strauss & Co. has announced the launch of its online feature 'Virtual Stylist' to improve the shopping experience of its consumers. This innovative approach is part of the company's larger push to invest in its e-commerce business and new and progressive technologies that will also drive revenue generation from online sales.

As the global leader in jeanswear, the company is applying its unmatched fit and style expertise to the online shopping experience. Virtual Stylist is built by combining that expertise with artificial intelligence. Users are able to receive fashion advice – available throughout the site – in a conversational tone via their mobile device or laptop.

"We are on the leading edge of a challenge that all retail companies face today – how to create a seamless and personalised shopping experience for consumers, and new technologies like our Virtual Stylist are integral to that evolution at LS&Co.," said Marc Rosen, executive vice president and president of global ecommerce at LS&Co. "No matter where the consumer chooses to shop, we want to give them a personalised experience that leverages our expertise in fit and style to address the biggest challenge of finding the pair of perfect-fitting jeans."

Drawing on decades of experience helping consumers find the right fit, the Virtual Stylist will pose questions like 'How would you like your jeans to fit through your hips and thighs?' to explore shoppers’ preferences on leg shape, rise and stretch. It will then integrate TrueFit sizing information to deliver tailored recommendations. It is also possible to give instructions to the Virtual Stylist using Facebook Messenger. Further, the customers will also be able to crowd-source their shopping decisions using a 'share' function which will send product options to friends who can vote for their favourites and comment on the products.

This new online feature is a milestone in the company's journey towards digital business and its commitment to employing new technologies in ways that will help it bring brands to life online.