Fit Finder

Client Levi’s | Agency Amazon Brand Innovation Lab
Role Creative Director

The problem

Amazon Retail’s largest EU apparel partner, Levi’s, felt the fashion retail CX for on Amazon.com lacked credibility and innovation. They wanted a more inspiring and engaging experience for their customers.

The insight

We identified three key pain points for Levi’s shoppers on Amazon.

  1. Overwhelm: customers experienced choice paralysis when presented with a grid of products without context or guidance.

  2. Lack of inspiration: customers were missing the editorial styling guides they’re used to from competitors.

  3. Fit risk: customers didn’t trust online sizing information.

The response

To address these challenges, we created a custom digital Flagship Store for Levi’s, incorporating bespoke videos and interactive 360-degree content to create an editorial-led fashion experience showing head-to-toe outfits for a range of body shapes and sizes.

This gave customers an emotional ‘why’ to buy before they reach the point of deciding rationally ‘what’ to buy.

And to make the experience really actionable, we included an interactive sizing tool. This used Amazon data and customer reviews to accurately tell customers how each different style and size was likely to fit their body - and whether they should size up or down to get the look they wanted. This tool was the first of its kind for Amazon Retail.

As the problems faced by Levi’s were shared by other fashion retailers, I implemented mechanisms which allowed us to standardise pitching and prototyping processes, and roll out a full Flagship Store programme.

The results

Media performance

  1. Reached 197K landing page visits vs benchmark of 100K landing page visits for three-month campaign time.

  2. Achieved ROAS of 3.42

  3. Reached 45% of new-to-brand customers.

Page performance

  1. Average dwell time of 28 secs vs benchmark of 18 secs.

  2. 69% of customers who viewed the Jean Fits Page and Size Finder Page reached 100% scroll-depth.

In addition, we saw +67% uplift in Levi’s brand store visits directly attributable to the Flagship Store launch

Business impact

Over 800% revenue growth YoY in the under-exploited Fashion, Sports and Luxury category through rollout of standardised pitch process and white-label product.

My role

Leading on the creative and strategy, from defining the Amazon customer and category insight to setting the art style and interaction design direction.

Owning the client relationship alongside the Account team, including running in-person workshops and product development sprints with the Levi’s and retail teams.

Overseeing the creative team to develop the concept, storyboards, art direction and digital assets needed to activate the campaign.

Developing and deploying the Flagship Store programme globally, including in the US market.