One of the “best-fitting denim brands” is getting even more size-accurate.
Levi’s Turkey is the latest to implement technology that promises to reduce the rate of returns, having recently integrated MySize’s proprietary AI-driven sizing tech solution after a successful trial run. According to the tech company, the MySizeID widget helped Levi’s reduce returns by as much as 47 percent, which provides benefits to the business as well as the environment.
The National Retail Federation estimated that consumers sent back an estimated $428 billion in merchandise to retailers last year, accounting for approximately 10.6 percent of total U.S. retail sales in 2020. The logistics associated with each return produce CO2 emissions that counteract the supply chain’s sustainability efforts. Fit tech solutions can help reduce returns—and their environmental impact—while building customer trust at the same time.
“We started this project as a pilot last year and now the numbers are declining,” said Ersin Arslan, managing director of Levi’s Turkey. “It’s been a big success and that’s why in March this year we entered into an ongoing agreement with MySize to continue to provide our customers with an easy, simple tool to generate their ideal fit. We’ve gotten to know our customers better, reduced the hassle, time and expense of merchandise returns and we’ve achieved all of it while becoming more sustainable. We’re beyond excited to continue this partnership and see it expanding for an even bigger impact at Levi’s in the near future.”
The success mirrors ethical denim brand Boyish Jeans’ experience with the MySize solution. In 2019, MySize tested its widget with the L.A. brand over a two-month period, during which user engagement increased, with more than 75 percent of the size recommendations coming from guest users. The denim brand also reported that during the same period, customer returns decreased approximately 31 percent after implementing the MySizeID widget on its website.
MySize technology works by analyzing user-entered data such as gender, height and weight, after which its proprietary machine learning database calculates the appropriate size. It currently provides sizing information for more than 120 retailers and offers recommendations directly on the retailers’ sites when directed from the MySize app.
Recently, the platform debuted direct-to-retailer sizing, a feature that helps users more seamlessly discover the right size. Customers can now shop retailers’ websites with personal measurements directly from the MySize app and enjoy additional features as they become available.
Levi’s MySize implementation follows its other strategies for reducing returns. Last year, the brand teamed with Japanese tech firm Zozotown, best known for its Zozosuit bodysuit that captures fit and sizing data. Similar to MySize, users visit the Zozotown website, input their height and weight and find their fit match as it compares to 64 different shapes pulled from Zozosuit data.