Levi's Brings the In-Store Experience Online for Modern Shoppers

Shifting to a DTC approach to focus on Gen Z and millennials increased conversion ratios and product views

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The pandemic has forced clothing retailers to rethink how to effectively reach customers digitally, but Levi’s had been planning a pivot to become more ecommerce-friendly months before Covid-19 decimated in-store shopping.

In October 2019, the legacy brand began working with brand experience and digital product agency Instrument to determine how to shift from department stores to a direct-to-consumer approach to better reach Gen Z and millennial shoppers. The companies worked together to launch a redesigned website and app aiming to replicate Levi’s in-store experience by emphasizing products in a digital space through educational videos on how to get the right fit, virtual head-to-toe looks, and enhanced item details and recommendations.

Levi’s

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