Researchers of the AucklandUniversity of Technology have discovered recently that there is a big change inthe way manufacturers use measurement techniques to take the customers body measurements.During the past decades, there has been a vast change in the living style,demography, body size and shape of individuals, but the measurement techniquesdid not keep pace with these changes. This created size issues, and fittingproblems that ultimately affected the profits of companies.
Countries like U.S use advancedbody scanning technologies to take accurate measurements of customers. LaneBryant, an American clothing company has introduced a new line of jeans in themarket. The measurements of these jeans are based on the scan results of 14,000customers. The scanned data collected from these customers reveal that if acustomers waist measured 34 inches, their hips would probably measure anywherein between 36 to 47 inches. Based on this information, the company came up withthree different sizes, straight, moderately curvy and curvy for eachwaist size. Instead of having one straight size for 12, they will offer ayouth fit size 12 and a mature size 12. This reflects the fact that apersons body will look in one way when he is 14 years old, and will appeardifferent when the same person is 44 years old.
An Associate Professor FrancesJoseph comments that garments that do not have proper fitting will not satisfythe customers, and this will affect the companies profit. Hence companies makehuge investments in technologies, so as to get the right size of clothing. Hebelieves that mass customization will bring in comfort clothing for each andevery individual.
Globalization requires aninternational sizing standard for the clothes. A garment from New Zealand with size 12 may suit a particular age level and body size, but in UK the same size 12 garment might suit a person with a different age and body size. Thisimplies that different sizing standards exist in different countries. If thecustomer has problem in understanding and choosing the right size of garment,he would hesitate to make purchases. During the year 2004, 30 percent of thegarments worth $6 billion USD, purchased online by the U.S customers werereturned back due to improper fittings.
Efforts are made by themanufacturers to develop a line of sizing standards of clothing which would beuseful for customers who shop online. Currently, the number of people who doonline shopping has increased. So international sizing standards play a vitalrole in providing two fold benefits to manufacturers as well as to the onlineshoppers. 3D body scanning and international standard sizing will provideabundant benefits to both domestic and international manufacturers.
The Textile Design Laboratory inthe Auckland University of Technology along with the Institute of Sport and Recreation Research and the Bioengineering Institute is currently studying theprobability for a New Zealand sizing project which might result in new softwareapplications for online retailing.
Industry leaders contemplate thatin the near future 50 percent of the apparel sales would be online. Advancedtechnologies in the field of body scanning and standard sizing would benefitthe manufacturers a lot.
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