What: Levi’s has launched its jeans fit guide in Germany on Amazon’s Alexa device to help boost its direct-to-consumer first focus.

Why it is important: Levi’s is the first fashion brand globally to run a branded experience via Alexa. It offers a personalised experience from the shopper’s home without the need to go to the store or online first.

The tool is an interactive voice-driven questionnaire intended to help customers select the right fit and style of jeans without trying them on. The new innovative feature aims to transform the online shopping experience through the festive season. Exclusive to Germany from now until the end of December, it is set to reach other countries in the near future to have a wider impact on Levi’s, Amazon and customers.

Levi’s has launched a fit guide on Amazon Alexa in Germany