Have you ever shopped for clothes online and struggled to figure out what size or fit to buy, or find the perfect tee to pair with your new jeans? You’re not alone. Shopping online for clothes can be challenging, which is why many shoppers still prefer coming into stores, where they can see and touch the product themselves. At our Levi’s® stores, they’re treated to a best-in-class shopping experience, working with our stylists who act as personal shopping guides to help build the perfect denim lifestyle outfit that’s original to each fan.
Now, imagine how convenient it would be to have the same experience on your phone.
That’s why we created Outfitting — a new AI-powered feature on the Levi’s® app that makes it simple to shop styled looks, directly from the product page. Now fans around the world can tap into the shopping experience that’s uniquely Levi’s® — no matter where they’re connecting with us. From building outfits to getting advice, shopping Levi’s® online has never been better.
“At Levi Strauss & Co., we’ve been on a mission to make shopping online a lot easier,” said Priya Buening, head of e-commerce for Levi’s® U.S. “Our fans love their Levi’s® jeans, but finding the perfect tee, Trucker jacket or accessory to complete the look hasn’t always been intuitive. And as we pivot to become a true denim lifestyle retailer, it’s on us to help our fans find not only their perfect jeans, but also their favorite head-to-toe outfits.”
Outfitting was created in-house, with our data science team developing the AI solution from the ground up. Leveraging existing integrations with our inventory data, aggregated purchase history, browsing behavior and product imagery to train the outfit generation model, the team built on prior innovations like our hero image recommender and computer vision tagging.
The model uses product attributes, images and historical outfit combinations to generate new looks, taking the guess work out of the shopping journey. Outfitting updates daily, taking note of what fans often buy together and prioritizing recent trends to stay fresh and on point. We’ve also integrated business rules, seasonality and input from our site merchant team so that the model can adjust its recommendations based on the time of year and fashion guidelines so that the featured products are relevant and on trend.
What’s Next
Outfitting is live on the Levi’s® app in the U.S., Canada and top markets across Europe. But this is just the beginning. Driving our online business remains a key priority as we make a bigger business pivot into a best-in-class, DTC-first retailer. Outfitting is a small addition with a big impact, and our teams are focused on bringing even more innovations to our digital channels next year.
For example, we know consumers want to see how products look together — not just next to each other. That’s why early next year, we’ll be exploring how to take the model a step further, enhancing Outfitting to allow fans to select the fit they like and turn it into a full head-to-toe look. This way consumers can see and understand the silhouette of the complete look, like how the fit of the jeans will look with the cut of the selected top, or how well their favorite jacket fits over the shirt they’ve been eyeing.
We’re also launching a consumer-facing AI stylist chatbot that will use our outfit generation model to provide personalized recommendations and allow fans to refine suggestions through conversation. The more shoppers engage with the stylist chatbot, the smarter it gets based on the shopper’s browsing and purchase history. And as part of our innovation process, we engage with our security, privacy and teams focused on responsible and ethical AI principles to develop solutions that protect data and function securely.
Both capabilities are currently being piloted, with a broader rollout planned for 2026 in the U.S. to start.
“This is what executing our strategy looks like: creating personalized, seamless shopping experiences that put fans at the center, inspiring them to go beyond jeans and embrace the full denim lifestyle,” said Priya. “From the products we create to how we run our stores and digital platforms, everything starts with our fans — one outfit at a time.”
