Benetton and M&S opt to resize

By

Matthieu Guinebault

Published
Sep 10, 2012

United Colors of Benetton tapped Alvanon to implement new standards for sizes and fit into its production. The Italian brand is essentially changing the body profiles it uses for American, European and Asian clients.

"Alvanon will also supply the company with garment grade rule development tools that will enable it to standardize fit across its global size ranges," said Alvanon in a press release. "The new body standard, AlvaForms and grade rule development tools will enable United Colors of Benetton to design and manufacture garments that fit more of its customers better, thereby increasing customer fit satisfaction and market coverage." 

This announcement comes just days after the formalization of a partnership between Alvanon and British retailer Marks & Spencer. Alvanon will conduct a consumer body shape scan in major cities in the United Kingdom from September to October to define the morphology of the M&S’s female target audience. The cities involved are Glasgow, Newcastle, South Wirral, Bristol and London. 

These measurements will be used help optimize the Body Shape Denim range. This M&S line is now distributed in some hundred Marks & Spencer stores. The company operates 703 stores outside of Great Britain. The Benetton Group has a network of 6,500 stores in 120 countries.