Levi Strauss & Co. is willing to further engage and improve its customer experience, on-line and off-line. For these reasons, it has been investing in emerging technology that can help it always pursue new degrees of innovation.
Already in 2021, among other experiences, the company had kicked off its first Machine-Learning Bootcamp, an immersive, eight-week full-time bootcamp which trained 40 employees, on the basics of coding, machine learning, and agile ways of working. Thanks to a specific algorithm they could define set the basis for designing garments, define their edges, locate button placements and determine pockets, to name a few, and store the image they could create into one layer for designing.
More recently, Levi Strauss & Co. has announced a new partnership with Lalaland.ai, a digital fashion studio that builds customized AI-generated models. Later this year, the company is planning tests of this technology using AI-generated models to supplement human models, increasing the number and diversity of our models for its products sustainably.
Founded in Amsterdam in 2019, Lalaland.ai uses advanced artificial intelligence to enable fashion brands and retailers to create hyperrealistic models of every body type, age, size and skin tone. With these body-inclusive avatars, the company aims to create a more inclusive, personal and sustainable shopping experience for fashion brands, retailers and customers.
“While AI will likely never fully replace human models for us, we are excited for the potential capabilities this may afford us for the consumer experience,” said Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co. “We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with Lalaland.ai, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience.”
Today, when shopping at Levi.com or through its app, customers can generally see one model for each product. Though the company knows that their customers would be happy to shop with models who look like them, which is why Levi Strauss is continuing to diversify its human models in terms of size and body type, age and skin color.
At Levi's they think that this AI technology can potentially assist them by supplementing models and unlocking a future where we can enable customers to see their products on more models that look like themselves, creating a more personal and inclusive shopping experience.
"Using our innovation framework for evaluating emerging technologies, we’re continuing to particularly explore technologies that improve the customer experience, whether in-store or on-line. We are excited to continue creating innovative customer experiences that are more personal, relevant and engaging, adding value for both our customers and our business," the company explained.