Better bottom lines for clothing manufacturers

14 Feb '08

3 min read

While body scanning technology is not used commercially in New Zealand some of the country's larger apparel retailers have conducted their own surveys, using manual measuring systems, of specific market populations and changed their pattern grading systems as a result.

Manufacturers are also trying to develop consistent sizing standards which will be meaningful for “global shoppers” who want to purchase clothing from online retail sites.

Joseph says globalisation is a strong motivator for consistent, international sizing standards with clothing companies looking to sell into international markets.

“New Zealand size 12 means very little to someone from the UK and similarly, Italian size 44 will mean very little to a local shopper. If buyers can't understand the sizing, then they won't make the purchase so manufacturers are coming to see the need for more consistent sizing standards.”

With increasing online sales, the right fit has serious implications for clothing manufacturers' bottom lines.

In 2004 US consumers sent back an estimated 30% of apparel purchases made online, amounting to a $6 billion annual problem for apparel e-tailers. On average these return costs stood at 27% of gross sales, with e-tailers footing the bill for all shipping costs to ensure consumer loyalty.

Given New Zealand's geographical distance to international markets, Joseph says developments around body scanning and global standards could provide massive benefits for local manufacturers.

AUT's Textile Design Laboratory is currently carrying out a feasibility study with the university's Institute of Sport and Recreation Research and the Bioengineering Institute at the University of Auckland for a New Zealand sizing project which could result in new software applications for online retailing.

With some industry estimates suggesting online sales will ultimately represent 50% of all apparel sales, the opportunities for clothing manufacturers - and the pitfalls - are only going to get bigger.

Auckland University of Technology