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AlvaForm, ultimate fit tool for capturing European body shape
May '11
Alvanon has launched a new range of fashion 'fit' forms that will give thousands of fashion designers, brands and retailers the ultimate tool for accurately capturing the predominant European body shape.

The new EU standard AlvaForm mannequins, the first of their kind in the world, will increase the percentage of women who find an 'excellent' or 'adequate' apparel fit at retail by 57.5 percent while for menswear it will increase by 37.5 per cent. This means fashion suppliers will be able to design garments that fit more of their European customers more of the time, achieving greater customer satisfaction, brand loyalty and full price sell-through with lower returns and markdowns.

The new EU standard AlvaForm range is based on the analysis of three dimensional body scans of over 50,000 male and female consumers between 20 and 40 years of age in France, Germany, Holland, Italy, Russia, Spain, the UK and complemented by World Health Organisation and National Health data from 17 other European countries.

The data captured by the 3D body scans was analysed by Alvanon's team of anthropomorphic researchers and technical fit experts who generated the new European 'fit' standard. This was compared to existing fit standards and size charts of over 100 of the most popular European brands to determine what the most democratic and commercially acceptable fit standard would look like.

Alvanon's team of 3D creative experts then used the data to create a series of technical fit forms, AlvaForms, that most accurately represent the shape, posture and balance of the European consumer across the full range of sizes from size UK 36 (EU 46) to 46 (EU 56) in men's and size UK 8 (EU 34) to 18 (EU 44) in women's. Alvanon will launch a range of larger EU size forms for women in UK sizes 20 to 30 (EU 46-56) this July.

Janice Wang, co-founder and chief executive officer, the Alvanon Group explained the positioning of the new EU standard fit forms: “While large multi-national brands and retailers request a customised AlvaForm series designed to their specific target consumer demographic, we identified a real need for a pan-European standard among smaller brands and designers and also larger retail groups who have to appeal to a wide cross section of European shoppers. The new EU standard AlvaForm series represents the most commercial and practical fit standard solution for these companies.”

Ed Gribbin, president, Alvanon Inc. added: “The EU standard AlvaForms are the most accurate, practical and easy to use tools for European brands and retailers looking to execute their standard of fit more consistently. After developing our core sizes, size 38 for women and 50 for men, we proceeded to develop body forms representing the full size range."

"We used traditional four centimetre grade rules between sizes in line with the vast majority of brands thus ensuring an easy, seamless ability to adapt to the new Alvanon standard. For ease of conversion we have also labelled the new AlvaForms with the country specific size designations common in the UK, France and Italy.” He concluded: “In the end it is all about optimising consumer satisfaction and brand loyalty. Adopting fit tools that represent the shape of real customers will enable fashion suppliers to fit more of their customers more of the time and that is a happy outcome for all concerned.”

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