Target offers 3D body scanner to measure customers
- $1 million 3D body scanner in Target store
- Machine will take customers’ measurements
- Results can be used to buy clothes online
TARGET has a new employee – a 3D body scanner, left – charged with making sure clothes fit better.
The national retailer is spending $1 million on the technology that will measure the dimensions of 20,000 men and women as part of a national survey to update their designs.
Perth shoppers will be able step into the scanner from May 25 to 29 in the company’s Whitfords store.
Target managing director Dene Rogers said customers were frustrated and confused by inconsistent sizing. It was the main reason clothes were returned. ‘By taking 60 seconds to come and be scanned consumers will not only find out their exact measurements, they’ll be helping Target find out what size Australians really are today so that we can make clothes that really fit,’ Mr Rogers said.
Customers stand fully clothed in the AlvaScan booth while it collects data from 200,000 points to measure their size and shape, creating a 3D image of the body.
Alvanon Group chief Janice Wang said the 20,000 scans would be analysed to determine the most common shapes and produce size charts. Target will use the information to make clothes.
Those scanned will receive their measurements to take home, which can be used to buy clothes online.
Consumer group Choice spokeswoman Ingrid Just commended Target for introducing standard sizing across its range. ‘Stores have different manufacturers for different garments … so you find even within the same store, there are different size (standards),’ she said.
The project highlighted the need for regulated sizing in Australia.