He went on: “The data generated from 3D body scanning projects like SizeUK can be used to target customer profile groups leading to better fitting garments across the sizes, inform a faster more accurate development process and maximise the percentage of customers that fit your clothes.”
From target consumer shape data Sizemic generates parametric 3D virtual mannequins then physical copies using rapid prototyping technologies. Patterns are generated in a 3D environment using a Parametric Pattern Generation, PPG system to fit avatars. Once the pattern is agreed a pattern accelerator is used to produce pattern blocks. Sizing and grading is based on the 3D shape of each size not on conventional grading rules as Andrew Crawford concluded: “Morphological grading is more accurate as it's based on real body shapes not linear measurements.”
Indeed the body is inspiring innovation in R&D explained Laura Rattray, applied innovation designer at Speedo's Aqualab. Speedo has helped develop some of the world's most innovative and successful performance swimsuits; 89 per cent of swimmers in the 2008 Olympic games wore Speedo's LZR Racer suit. At its Aqualab, Speedo analyses how skin moves under water, while MRI scans reveal what a garment does to the inside of swimmers' bodies.
Laura Rattray explained: “We look for the fastest fabrics that achieve speed and we prototype and test continually. It is a continous cycle of research, innovation, development and validation.” In the more recent past Speedo has adapted its R&D strengths to developing its Triathelite range for land-based performance sports and developed 'speedosculpture', a poolside shapewear collection based on morphological data from SizeUK.
Shapewear is the next big thing in swimwear agreed Karen Fearstone, buyer and Erin Knowles, merchandiser swim and sportswear for Marks & Spencer whose shaping range is currently taking 100 per cent more volume than this time last year and sales of its swimwear collections are up by a third.
As Karen Feirstone explained: “Shaping is phenomenal for us. Whether slim or curvy, larger bust or smaller bust – everyone wants to be a better shape. We feel most vulnerable when on the beach, by the pool or swimming and we want the best figure possible and shapewear helps us do that.”
M&S applies its shapewear technology across its brands while staying faithful to each brand's design identity. Standard to G cup-sized bust support based on bra construction data and tummy control panels are now integral features of the designs and M&S is currently working on a bottom lifting design, introducing more maternity designs and post-surgery swimwear both online and in selected stores.
M&S is also developing its online 'shop your shape' service that offers style solutions to suit perceived shapes with recommended style choices. She concluded: “We've had phenomenal success with shaping across all areas, including sports shaping…customers are buying it for everything from holidays to core swimming and exercise wear because it's a really versatile product.”
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Association of Suppliers to the British Clothing Industry, ASBCI
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