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Target to size Australian shoppers with body scanner
19
Apr '12
Target Australia has embarked on an Au$ 1 million project to digitally find out a person's correct size using an imported body scanner.

The Alvanon body-scanning machine, which is scheduled to arrive in Sydney during the next few days, provides exact measurement of a person's size and shape in 3-dimensions in a span of 10 to 12 seconds.

A person has to just step inside the transparent scanner and the machine will give out exact measurements in a matter of few seconds, according to Target chief executive Dene Rogers.

For more than a month, the Alvanon machine will be taken to several Target outlets in Sydney, Adelaide, Brisbane, Melbourne and Perth.

The machine is expected to body scan around 20,000 men and women and their measurements will be used by Target to stitch better-fitting garments and accessories, including intimate wear, swimsuits and jeans, particularly for its online customers.

By rolling out such better-fitting clothes by the end of 2012, Target hopes to increase its Internet sales and also reduce the number of returns from online apparel sales to 10 percent from the current 30 percent.

The Alvanon machine has been used in the past by Levi's in the US and Marks and Spencer in Britain.

Fibre2fashion News Desk - India

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