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Digital Denim Doctor 'prescribes' personalized fit at Nordstrom

DL1961 Premium Denim, a Chicago-based denim brand, announced today a retail initiative with Nordstrom on Michigan Avenue.

December 19, 2014

Premium Denim, a Chicago-based denim brand, announced today a retail initiative with Nordstrom on Michigan Avenue. Designed to enhance the retail shopping experience, DL1961 created a kiosk featuring RFID tags, 360-degree imagery, Smart Denim filters and a "Digital Denim Doctor" that will offer "prescriptions for the perfect fit."

"We're very excited for the opportunity to unveil our latest technology platform with one of the country's largest retailers, Nordstrom, and in their Michigan Avenue store in Chicago," said Sarah Ahmed, the company's creative director, in an announcement. "The Digital Denim Doctor Kiosk is a way for customers to not only make the process of denim shopping easier and less intimidating, but also find the pair of jeans that's going to outperform everything in their closet."

Based on an algorithm that filters through the brand's collections, DL1961 created an interface for customers to input their body type, fabric preferences and lifestyle needs to receive a "prescription" with a personalized selection of fitted denim.

Shoppers can have a virtual experience with the product from a 360-degree perspective or in a traditional fitting room. Customers can also view a blueprint of the denim, which provides in-depth information on the benefits of each style.