Levi's would more than eclipse its $220 million direct e-commerce sales in 2018 once augmented reality is fully adopted by the apparel industry, Augusto Beato pointed out.
He was reacting to a filing with the Securities and Exchange Commission that said Levi’s generated 4 percent of its revenue through its online stores in 2018, which equates to about $223 million of the $5.58 billion in total revenue.
The growth of Levi's online business helped pushed the company's direct-to-consumer business by 13 percent for the fourth quarter and 18 percent for the full 2018. Levi's e-commerce sales were smaller than other direct-to-consumer efforts such as sales through company stores, which accounted for 26 percent of revenue.
Beato asserts that augmented reality will multiply online sales as it helps to reduce the reliance on bricks-and-mortar locations in its direct-to-consumer channel.
"Augmented reality will certainly boost thriving online sales of jeans as consumers can step into a virtual dressing room and find out for themselves if their online orders would fit," said Beato, who is the CEO of Portland SEO.
Levi’s offers customization online, where consumers can choose from a menu of batwing placements and designs and add their text to a men’s or women’s white T-shirt. They can also select from a menu of text-only embroidery placements, fonts, and thread colors for application on trucker jackets in two washes for both men and women.
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