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Superdry to get right fit with Alvanon mannequins
Apr '13
Global retail fashion giant SuperGroup is preparing to implement a new core body size standard and fit strategy for its flagship urban streetwear brand Superdry.  The announcement follows an in-depth body shape analysis of Superdry’s target consumer population carried out by Alvanon, the world’s foremost apparel sizing and fit expert.

Alvanon’s consumer research division, AlvaInsight, has supplied Superdry with new and validated core body data profiles of its target ladies’ and men’s consumer populations in the UK and US. Alvanon is using the body shape data to generate multiple physical technical ‘fit’ mannequins, AlvaForms, which will be used across Superdry’s global design and supply chain to achieve an accurate and consistent fit standard.

As Shaun Packe, head of sourcing, Superdry explained: “We chose Alvanon because it offers a holistic approach to our sizing requirements from initial consumer data analysis through to the prototyping and mass production of customised technical fit forms.  The AlvaForms represent the dominant physical shape of our customers and will enable us to design and manufacture garments that consistently fit more of our customers better.”

SuperGroup is a distinctive branded UK fashion retailer offering quality clothing and accessories. It operates a multi-channel business through a combination of Superdry standalone stores, Superdry concessions, e-Commerce and its UK and International Wholesale operations. The business designs and sells a wide range of premium men’s and women’s clothing under its flagship brand, Superdry. Superdry offers an international brand proposition targeted at discerning customers who are looking for stylish clothing that is uniquely designed and well made.

SuperGroup sells its Superdry branded clothing and accessories in more than 100 countries through its ecommerce websites and from almost 400 retail locations globally; 110 UK and European standalone retail stores, 71 UK and 57 international concessions and 159 franchised and licensed stores.

Founded in 2001, the Alvanon Group of companies is the global leader in providing full service, integrated fit solutions for the apparel industry. From its head office in New York, operations centre in Hong Kong and operating offices in the UK and Germany, Alvanon provides customised fit strategies and product development tools to the world’s leading fashion brands, retailers, lingerie, swimwear, sportswear, mail order and corporate clothing suppliers. Alvanon’s fit offer combines the world’s largest database of 300,000 body scans with the unparalleled expertise, products and services provided by a team of over 70 dedicated sizing and body shape professionals.


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