Target ‘scans’ bodies

By John Van Klaveren
GEELONG-based national retailer Target has embarked on a $1 million study to determine Australian sizes.
Managing director Dene Rogers said Target would run Australia’s first national sizing study using 3D scanning technology.
A state-of-the-art AlvaScan machine would circulate in key metropolitan Target stores to measure consumers’ bodies in less than 60 seconds, he said.
The sophisticated scan would provide them with a take-home print out of their exact measurements.
Mr Rogers hoped more than 20,000 customers would participate as the scanner travelled around Australia in the next five weeks.
“Sizing inconsistencies are a major cause of customer frustration across the retail industry and the leading contributor of return rates for clothing both instore and online,” he said.
“The study (is) designed to improve the fit and consistency of Target’s sizing range. By taking 60 seconds to be scanned consumers will not only find out their exact measurements, they’ll help Target find out what size Australians really are today.
“We know Australian customers are confused and frustrated by inconsistent size labels on clothing items.”
The scanner used latest radio wave technology to collect 200,000 data points on consumers standing fully clothed in a booth.
The Alvanon scanner extracts 55 technical measurements from the 3D body shape for use in Target’s garment design and manufacturing processes.
Target revealed the initiative to the Indpendent three weeks after another Geelong-based national retailer, Cotton On, announced “musical changerooms” for its stores.