Just over 12 months ago, the ready-to-wear brand Jennyfer appealed to the apparel size and morphology expert, Alvanon, to review its size strategy in a bid to create garments more adapted to the specific morphologies of the brand’s clientele. Jennyfer has now launched its first collection based on the new body shape data created by Alvanon.
The new body shape and size measures used by Jennyfer to design its new collection were the result of a detailed study using Alvanon’s data base of over 300,000 three dimensional body scans of real consumers. Analysis of the results revealed that Jennyfer, like many other brands, had tended to idealize the silhouette of its clients. Alvanon identified the real body shape of Jennyfer’s target customer demographic and then developed a series of technical fit mannequins whose sizes and postures where more representative of the brand’s target clientele.
"We wanted to ensure that the body measures we use are the most representative of our clients and adapt them if necessary,” explained Jean-Marc Willer, general director of Jennyfer’s product and supply chain. “In addition, our measurement scales and grading had to be updated, as human morphologies have evolved over the last ten years. That is why we decided to work with Alvanon.”
Jennyfer has established a monitoring and control methodology of its new fit by deploying AlvaForm fit mannequins throughout its supply chain, factories, headquarters and sourcing offices in Asia. The aim is to develop products more quickly and efficiently. "We now have a control of fit across the planning and development process, which allows us to reduce the total number of physical prototypes” said Jean-Marc Willer.
The brand expects its new fit strategy to have a significant impact in-store and especially within its online business. Jennyfer is seeking to provide full fit satisfaction for its customers and is working in parallel to restructure its collections to offer products with consistent sizing from one collection to another and so building customer loyalty. Garments made with the new fit and size measures are gradually being sold across Jennyfer’s retail network, which in addition to its e-commerce website, includes more than 430 stores in 25 countries, including 280 in France.
Since its creation in 2001 the Alvanon group, which has offices in Europe, the USA and Asia, has acquired expert knowledge of human body shapes and sizes all around the world. Numerous brands have used its body shape consultancy and technical fit mannequins, AlvaForms, including H&M, Gap and Ralph Lauren.
