Levi Strauss Brings 3-D Fittings to Company Stores

San Francisco–based Levi Strauss & Co. is considering using 3-D body scanners to help provide customers with better-fitting jeans. The 130-year-old denim producer is conducting tests in five major markets to gather input from consumers.

Levi’s will set up Philadelphia-based Intellifit Corp.’s 3-D body scanners May 3–6 at the company’s store in Santa Monica, Calif., and May 17–23 at the Union Square store in San Francisco. The machines can record body measurements within 10 seconds and give Levi’s customers a recommendation on what size to try on.

Levi’s officials cited sizing surveys that found that women considered denim the second most difficult item to fit after swimwear. Men rated fit as their top reason to buy denim.

Following the testing—which will also be conducted in New York, Chicago and Dallas— Levi’s will consider whether or not it will employ the scanners on a permanent basis.

“With so many styles and brands available, it’s easy to understand why consumers struggle to find truly great-fitting jeans,” said Emily Hood, Levi’s brand fit and garment development manager. “We’ve been perfecting the fit of jeans for over 130 years and continue to use our expertise and the latest technology like the Intellifit system to provide the best overall range of jeans in the market today.”

Body scanners have been gaining acceptance as retail tools. Several retailers are using them for made-to-measure services and research. —Robert McAllister