“In the 1940s, the most prevalent body shape among women was the 'hourglass' shape, while today it is a 'rectangle' shape due to larger waists,” informs the head of a provider of integrated fit solutions for the apparel industry.
Ed Gribbin – President at Alvanon Inc., in an exclusive chat with fibre2fashion discusses the changes needed in product development in the fashion sector and challenges faced in the fashion business.
Alvanon is a leader in providing full service, integrated fit solutions for the apparel industry. Its strategic consultancy and practical implementation of fit mannequins and tools are valued by the world's leading brands and retailers.
Alvanon’s holistic approach to fit and sizing helps brands, retailers and manufacturers increase full price sell-through, reduce returns, increase speed to market and decrease product development costs.
He begins by saying, “Women and men have changed significantly over the last 60 years in terms of body mass and shape due to a number of factors, primarily diet and lifestyle.
“Fast food, conveniences like remote controls, driving rather than walking have all contributed to significant weight gain, while stature has increased only minimally, resulting in body shapes that have become straighter or less defined than they were previously.
“Bust, waist and hips have all increased over the years but waists have increased nearly twice as much as busts and hips. In the 1940s, the most prevalent body shape among women was the 'hourglass' shape, while today it is a 'rectangle' shape due to larger waists.
“Because many brands base their fit on outdated standards, they use an hourglass figure when designing and making patterns; this is a key reason why so many women complain about fit, and not being able to find clothes that fit their body shape.” (AR)
