Alvanon, the world’s leading apparel sizing and fit specialist, has announced that the new childrenswear brand launched by Morrisons , NUTMEG, has committed to a long term fashion fit strategy based on the AlvaForm range of technical fit mannequins.
NUTMEG has ordered eight full-body soft AlvaForms representing the accurate and realistic body shapes and postures of children aged from three months up to 12 year old girls and boys.
NUTMEG placed the order after trialling the AlvaForms during the development and launch of its successful spring and summer 2013 collections. The forms are based on the body shape data generated through the Shape GB childrenswear scan project and Alvanon’s European baby measurement research.
The AlvaForms will be branded with the NUTMEG logo and will be used by NUTMEG’s product teams to execute and communicate fit and sizing accurately and consistently across its supply base in Europe and Asia.
Paul M Smith, head of technical & sourcing at NUTMEG’s Leicestershire-based head office said of the AlvaForms: “Our designers, buyers and product technologists enjoyed working with the AlvaForms during the trial as they are realistic and vastly reduce the number of live model fit sessions required, which is always an issue especially when working with children, due to the logistics and legal implications, requirement for CRB checks etc.
AlvaForms have rounded soft bellies just like real children and with detachable heads, arms, shoulder caps and feet they are extremely easy to work with. They enable us to talk about fit more easily with our suppliers and be able to practically demonstrate our fit criteria and expectations for each garment.”
He added: “One of our ambitions is to make NUTMEG one of the most trusted children’s clothing brands in the UK, so it is vital that we get our fit strategy right from the outset in order for us to deliver customer satisfaction and loyalty.”
About NUTMEG
Nutmeg is the first own-brand clothing range from Morrisons. The clothing is built around four ideas: fresh, thoughtful, accessible and affordable. These ideas are at the heart of everything, from the product design and sourcing to how they are communicated and displayed in stores.
Morrisons has taken a fresh approach to supermarket clothing, adding thoughtful, helpful details across the range to make family life that little bit easier. Nutmeg gives customers quality clothes at a price that suits their budget. Nutmeg is available at selected Morrisons and Kiddicare stores across the UK.
About Alvanon
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.
