September 3, 2009, 12:00 AM

Lee Jeans unveils a retooled e-commerce site

Lee Jeans has taken the wraps off a redesigned site that features custom fitting tools and streamlined navigation. The newly retooled web site includes a revamped Fit Finder, which allows shoppers to find a pair of jeans that fit as if they were custom.

Katie Evans

Managing Editor, International Research

 

Lee Jeans, a brand owned by consumer brand manufacturer VF Corp., has taken the wraps off a newly redesigned e-commerce site that features custom fitting tools and streamlined navigation.

The newly retooled web site, which runs on an IBM WebSphere e-commerce platform, includes a revamped Fit Finder, which allows shoppers to find a pair of jeans that fit as if they were custom. Consumers are asked a few quick questions about how they like their jeans to fit in the waist, thigh and seat, and then a suitable fit is recommended. The Fit Finder also lets shoppers save their profile and fitting settings. “The main goal of the new site is to create an experience that helps Lee shoppers find the jeans that are right for them through custom fit tools and a streamlined navigation,” the consumer brand manufacturer says.

The new web site, designed with help from Zobrist Consulting, also includes product reviews, streamlined checkout and improved navigation that lets shoppers narrow down their pants selection by a variety of product attributes, including rise and inseam, color, or price. “This parametric category filtering helps shoppers find what they’re looking for more quickly, increasing their satisfaction with their Lee.com experience,” the company says.

The new web site was re-launched using updated Java and Flash applications, but Lee also created non-Flash and non-Javascript versions to enhance search engine optimization. “This was done to support a broader range of shoppers,” Lee says.

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