There are few things as quintessentially American as the origin story of Levi’s denim. Ever since Levi Strauss originated out of a supply and demand dream-come-true during a literal gold-rush market, denim has continued to shape American fashion since the 1800’s. Fashion eras have continually been defined by the prevailing denim aesthetic of that time, from 70’s style bell bottoms to Y2K low rise, jeans remain a pillar for personal style to revolve around.
Photo courtesy of the jeans blog
According to World Metrics, the average American owns 7 pairs of jeans. This makes it the single most popular clothing item in the world, with over 1.3 billion people owning at least one pair.
So why is shopping online for denim so difficult?
As a result of its vast popularity, denim manufacturers have begun to use a wide range of materials and blends. As fast fashion and micro-trends have increased since the global pandemic, so has demand for cheaper and constantly shifting styles. This has led to drastic inconsistencies of material between suppliers.
Another source of irregularity is the varying fit between different brands...sometimes even between styles within the same brand. While some brands tend to run smaller or larger than others, different styles of jeans can throw off that standardization depending on how a certain style fits an individual's unique body type. The nature of a pair of jeans is to cover the waist, legs, and length of the lower half of the body. As every person has slightly different ratios between these traits, it can be nearly impossible to tell which size is right for you when shopping online. Customer preference also plays a role in the struggle for the perfect pair of jeans, as personal style can clash with the suggested fit often supplied by brand websites.
photo courtesy of Elle
Virtual try on and AI sizing tools are proven to help cut down on returns and provide certainty for customers purchasing clothes through e-commerce platforms. Shown in two case studies by Bold Metrics, returns to Canada Goose and Men’s Warehouse were decreased by 21% and 47% respectively, after the brands introduced AI powered personalized sizing and styling tools. So how can this be applied to denim?
In our partnership with Dapper Boi, we focused on answering that question. Through implementing our LookBookX™ technology with a custom tool called Stylemate by Jordan, we learned how to translate denim’s unique properties into digital AI renderings. As we continue to transform the future of online shopping, our goal is to apply our cutting edge VisualizeX™ and FitMap™ technology to the denim e-commerce experience. By simply taking two photos, customers can seamlessly create a 3D avatar directly on a brand's website to see how a specific garment will look and fit.
At Couture Technologies, we want to enhance and modernize the online shopping experience, helping customers find their perfect pair of jeans without the emotional and financial burden that often comes with.
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