The Fit Factor How Reebok And Icebreaker Have Used 3D Body Shape Analysis To Reach New Heights In Apparel Performance Simon Fernades 2014

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1 The Fit Factor How Reebok And Icebreaker Have Used 3D Body Shape Analysis To Reach New Heights In Apparel Performance Simon Fernades 2014 Reebok and IceBreaker MERINO are two of the most respected brands in athletic and outdoor performance clothing. Independently they both decided to take a closer look at the body shapes and sizes of their consumers. Asa result they revisited their pattern blocks and grading rules and have launched new ranges that quite literally fit better. Here they share their fit experience. Reebok Reebok is a global brand with a proven reputation for performance to uphold. As Andi Archer, a Reebok apparel designer for the Reebok CrossFit co-branded product line, explained Reebok is the leading fitness brand. We strive to be that and we are to retain that position we want our apparel to meet those expectations and fulfil the needs of our consumers across all ranges of fitness Michael Morganti, senior manager, pattern Scanning the bodies of CrossFit athletes for apparel went on: There s not a lot of information around about the body types of the CrossFit athlete. Reebok determined to address the lack of data. It tasked apparel size and fit expert Alvanon to implement a 3D body shape survey of CrossFit athletes and apply that information and knowledge to the fit of the Reebok CrossFit line of apparel. Specifically Reebok wanted to know what the average CrossFit body looked like, its average size range and how the CrossFit athletes body shape and size differs from the average athlete or gym goer. 1

2 Alvanon embarked upon an infrared body scan project during which it scanned the Lycra - clad bodies of approximately 300 CrossFit athletes, many of whom were competing in the CrossFit games in Los Angeles. The scanner s 16 infrared light points scanned each body generating over 80 body measurements. It also scanned the person s horizontal and vertical measurements. From these data points the computer automatically generated a 3-D avatar of that person s body shape. These avatars showed the Reebok design and pattern-making teams exactly where on the body the exact measurements had been taking. Then as Andi Archer explained: We used this information to advise us on where we need to put cut seams, where a garment needed unrestricted movement and where we should insert more specific zoning in terms of heat regulation or anti-abrasion protection. Reebok CrossFit could have resorted to traditional tape measure method of surveying its consumers but as Michael Morganti observed. The advantage of using the scan technology over traditional tape measures is that you can get much more accurate information. The data can be gathered very quickly and we can immediately begin to implement the findings into the fit of our product. Generating 3D visualisations or avatars of CrossFit Athletes The implications of the scan data are far reaching as Andi Archer concluded: Worldwide we can range from ages, shapes, sizes and across all different athletic abilities and at different places on a CrossFit athlete s journey. We want to make sure that we re providing the CrossFit community with the strongest and most functional product we can product that does not restrict movement while performing a CrossFit workout. The more people we scan, the more measurements we get, the more data we collect the better our product will be Icebreaker MERNINO A system of layers, inspired by nature, that feel light and free. New Zealand- based Icebreaker pioneered the use of merino wool for outdoor clothing in Since then it has evolved its product into a comprehensive system of layers designed to perform in all outdoor, lifestyle and performance sports environments its goal is to have the best fitting garments in the industry. It engaged Alvanon to analyse body measurements, shapes body types and posture 2

3 Icebreaker garments are designed to layer perfectly together without seam chafing or zip stacking. across its relevant consumer population. It used the results of that research to create a new fit that would satisfy Icebreaker fans and attract new consumers into the brand. Ellen Tavernier, Icebreaker quality manager explained the impact Alvanon survey analysis has had on the design of a long- sleeved women s top: We have improved our fit by increasing the front panels and also by increasing the waist measurements so the balance and fit of each garment is a lot better. We also improved arm mobility so when the wearer lifts an arm there is not a lot of excess fabric this means the proportions of the garment are much better and at the same time fit between our styles is a lot more consistent. Icebreaker garments are designed to layer perfectly together without seam chafing or zip stacking. Face layers and first layers fit under the mid layers which in turn layer under the outerwear garment and are finished off with socks and accessories to create a complete head to toe clothing system which breathes and moves freely. Icebreaker also wanted to increase its customer reach and make sure even more people could fit Icebreaker. To this end it increased the measurement gaps between sizes to fit a greater range of body types to ensure it had got right it compared its old fit with its new fit and tested them on a large group of people with various sizes and shapes. These consumers were then asked what they thought. While ten percent did not notice any difference the vast majority, 85 per cent, preferred the new fit as demonstrated in Icebreakers demonstrates its customers measurement gap line-up their responses. This top feels like I have a lot more room under the arms and around the waist allowing me to stretch and feel very comfortable. 3

4 This once is less restricting it has way more room to move and it feels more feminine. It feels like its s connecting more to how my actual body Sometimes I find it hard to buy something that fits my body perfectly but this one is a perfect length and I would definitely wear this. The fit itself is better it feels less constricted around my chest and middle I actually have room this feels nice I feel the fit is much nicer under my arms which would be easier if I am running as it would give more room the drop tail design is nice if I wanted to tuck it in; it doesn t ride up This feels like it s fitting my curves so it s more of a proper extra-large Both Reebok and Icebreaker MERINO have demonstrated that fit can and should be a major factor in the garment development. Indeed the fit factor can make the difference between a dissatisfied consumer who will never buy from that brand gain and a happy customer who will reward good fit with repeats business. CrossFit is a registered trademark of CrossFit, Inc. in the U.S. and/or other countries. 4

5 About Alvanon Since 2001, the Alvanon Group has leveraged data-driven knowledge to equip leading fashion retailers, brands, designers and manufacturers with world-class growth, customer engagement, product development and supply chain strategies. Alvanon s global consulting team has worked with the world s most successful apparel organizations and amassed a wealth of expertise at every level including design, merchandising, marketing, consumer insights, e-commerce, product development, technical design, manufacturing, sourcing, quality, planning, distribution and training. Alvanon helps its clients across multiple apparel sectors in 89 countries achieve topline sales growth; higher conversion rates, online and in-store; improve full-price sell-throughs; increase speed to market; reduce returns; align product development processes; and optimize sizing and fit strategies. The group operates from its head office in New York, European headquarters in London and Asian office in Hong Kong. Alvanon also has R&D and manufacturing facilities in Donguan and Shenzhen in China. Questions? For more information on how Alvanon can help your brand grow, add customers, build loyalty, improve profitability and speed time to market, contact us at info@alvanon.com. We have thousands of happy, profitable, growing clients, but we d really like to help you. Americas Alvanon, Inc us.sales@alvanon.com Europe, Middle East, & Africa Alvanon UK, Ltd. +44 (0) uk.sales@alvanon.com Asia Pacific Alvanon HK, Ltd hk.sales@alvanon.com alvanon.com 5