For some women shopping may become a real trouble when it comes to buying jeans—this piece of clothes usually doesn’t hug the waist, hips and bottom as perfectly as it should. Even if you manage to find the right pair that isn’t pulling or gaping, it might take you hours of wandering around the mall. Levi’s found a solution to the first problem by creating the Curve ID line especially for ladies, and eliminates the second one with the launch of a digital fitting room, which is available to internet-savvy consumers in 50 countries and in 20 languages.
Levi’s presented its new revolutionary range this summer—the new online system is based on the measurements of 60,000 women and allows the visitors to select their jeans by answering questions and following simple instructions. Three on-screen ladies, which bodies represent the three basic types of shapes, will help find out what your Levi’s Curve ID is. To determine the exact proportions, the brand also asks the customers of its online store to measure their body just as the girl in the video does. Once the jeans personality is determined, online visitors are invited to order their “perfect fit.” The website also features interviews, prints and bios of the ladies, who wear the new jeans.
Vincent Stuhlen, digital marketing director for Levi’s Europe, commented, «Our goal was to create an online experience that stayed true to the company’s rich audio-visual heritage.» The digital fitting room was developed by the Duke/Razorfish agency. The online activity aimed at promoting the new brand’s range also includes the ‘booty-shaking’ Japanese website, which was launched in late summer.
«We started out by looking at the internal dialogue women have with themselves when trying on jeans. What we found is that when the jeans don’t fit, women blame themselves instead of the jeans. By interpreting the numerous insights of the study’s participants, Levi’s was able to create a new system which would add to the traditional dimensions of jeans—length and width—by adding a third dimension. From now on, it is shape that counts, not size,» stated Mary Alderete, vice-president of global women’s marketing at Levi’s.
