Target has invested $1 million in a 3D body scanner that will help the retail chain develop clothes tailored to the Aussie body shape.
The $1 million Alvanon 3D machine (inset) will collate the sizes of 20,000 men and woman across the nation over five weeks. Target will use the survey findings to design and produce clothes that better fit Australians and will also regulate sizing across its clothing labels.
“By taking 60 seconds to come and be scanned consumers will not only find out their exact measurements, they’ll be helping Target find out what size Australians really are today so that we can make clothes that really fit,” Dene Rogers, Target’s Managing Director said.
“We know that Australian customers are confused and frustrated by inconsistent size labels on clothing items. We are delighted to have joined forces with the world’s leading fashion fit expert, Alvanon, in a bid to standardise our sizing strategy and make clothes that fit more of our Target customers better.”
Janice Wang, chief executive officer of the Alvanon Group explained how their technology accurately measures body shapes while people remain fully clothed. “Our revolutionary Alvanon scanners do not recognise clothes but they do recognise the water content of human skin so shoppers can stay fully dressed. Each scan is incredibly detailed and accurate to about one centimetre, although we do not scan faces for reasons of anonymity and privacy.”
“Once we have taken the 20,000 body scans we will analyse them and produce the most dominant shapes and corresponding size charts for Target’s consumer population. Target’s fashion development teams will then use this data to optimise the fit of clothes for its shoppers.”
The 3D scanners have been deemed safe by the US Federal Communications Commission. The scanner itself omits radio waves that will collect 200,000 data points in under a minute. Alcanon will extract 55 technical measurements which Target will incorporate into its garment design and making process.
The nation-wide scan survey will commence on the 26th of April at Sydney’s Parramatta Westfield and will spend the next five weeks touring Target stores in Brisbane, Melbourne, Adelaide and Perth.