By Alexia Elejalde-Ruiz
Need help finding the perfect pair of jeans? Premium denim brand DL1961 has debuted a digital kiosk at Nordstrom on Michigan Avenue that guides women to the best style for their lifestyle and body shape — and it is paying off for the brand in increased sales.
The Digital Denim Doctor, a touchscreen located in the jeans section on the third floor, asks shoppers to select their body shape — pear, hour glass — and various other data points, including where they primarily plan to wear the jeans, the weight of fabric they prefer, and whether they want butt-lifting or leg-slimming powers (don’t worry, you can select more than one).
An algorithm then works to recommend which of DL1961’s 23 jeans styles would fit best, offering a 360-degree view of how the jeans look on a body. The jeans are in the store to try on. Customers also can scan in the tags on jeans to review a 360-degree image of the style, with product information, on the screen.
“We wanted to really simplify the customer experience,” said DL1961 creative director Sarah Ahmed. “It’s too crowded, there are too many choices, so it’s hard to really understand the product and why it’s right for you.”
Sales of DL1961 jeans have jumped at the Chicago Nordstrom since the kiosk was installed, Ahmed said. There were 210 pairs sold between its launch date Dec. 5 and Dec. 22, she said. By comparison, 60 pairs sold in all of November.
DL1961 denim is known for its four-way stretch designed to be slimming and prevent sagging.
The company, which currently only has the kiosk at Nordstrom Michigan Avenue, plans to announce in January if there are more kiosks to come.
Jeans companies have had to get creative with marketing in the face of a soft jeans market over the past several years, as the growth of activewear shifts spending to leggings and yoga pants, according to an August report from market research firm Mintel.
Fifty-eight percent of shoppers in the U.
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S. said they purchased a pair of jeans in the 12 months ended in July, down from 62 percent in 2012, the report said.