Alvanon will supply five of its UK/European size 10 woman technical fit mannequins, AlvaForms, to the finals of the competition being filmed at the University of East London’s, UEL, Fashion Studio in October.
The AlvaForms are sculpted on the shape of real women consumers in Europe so will demonstrate the ‘fit’ integrity of the final designs being judged by Faye Sawyer This Morning’s resident fashion guru, Percy Parker and Amy Molyneaux founders of fashion label to the stars PPQ and Jo Hooper, head of buying at John Lewis.
With audience ratings of up to 1.6 million, This Morning is one of the UK’s most watched weekday morning magazine programmes. It has launched its Perfect Party Dress design competition in association with John Lewis who will produce and sell the winning design in selected stores and online in time for the festive party season 2012.
The finals of the competition will be filmed at the Fashion Studio at UEL, a facility run in conjunction with the fashion portal www.Fashioncapital.com and Fashion Enter. The Fashion Studio is dedicated to supporting UK design talent in an educational and commercial environment.
Jenny Holloway, director of Fashion Enter who helps manage the Fashion Studio at UEL explained why the AlvaForms will play such a vital role in the competition: “How a garment fits is a key reason why consumers will buy a garment and the number one reason they will return it. John Lewis has to have a commercial design that its customers will be happy with so we chose Alvanon’s technical fit forms for the competition because they will demonstrate whether the designs have been designed to fit ‘real women’ properly.”
The EU standard AlvaForm mannequins allow fashion suppliers to design garments that fit more of their UK customers more of the time, achieving greater customer satisfaction, brand loyalty and full-price sell through with lower returns and markdowns.
The EU standard AlvaForm range is based on the analysis of 3D body scans of thousands of female consumers aged between 20 and 40 years of age. The data is analysed by Alvanon’s team of anthropomorphic researchers and technical fit experts who generated the EU fit standard.
The computer generated ‘virtual ‘shape was then sculpted into a physical body representation by Alvanon’s team of 3D creative artists.
Founded in 2001, the Alvanon Group of companies is the global leader in providing full service, integrated fit solutions for the apparel industry.
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