Alvanon’s latest collaboration is helping retailers find the real sizes of today’s American consumers.
The global consulting firm formed a strategic partnership with BodiData, a California-based tech company, to deliver big data on U.S. consumer shapes and sizes.
As part of the partnership, Alvanon will incorporate BodiData’s body dimension data into its own demographic database, which will help Alvanon’s apparel sector analysts provide accurate body measurement information to retailers.
“Where Google, Facebook and Amazon may have user interest, behavior and transaction data, they do not have detailed data on a user’s physical body.” BodiData CEO and director Tuoc Long said. “[Alvanon’s] deep industry domain knowledge enables it to extract and utilize the data we collect to provide strategic consumer and market insight.”
BodiData has launched the only multi-sensor handled body scanning technology for measuring fully clothed consumers. The company’s database was developed with the largest North American scan program. To compile U.S. consumer sizes, BodiData used millimeter wave kiosk scanner booths in over 72 U.S. malls and today has the largest database of U.S. body measurements worldwide.
Alvanon’s analysts will have immediate access to the body measurement data of more than one million North American adolescents, men and women. Using the database, Alvanon’s analysts will help apparel brands define precise body specifications for specific consumer demographics. With the combination of Alvanon’s insight and BodiData’s data, retailers can update their product sizing information, including measurement tables and identify new market development opportunities.
“Every brand should have a unique DNA ‘fit’ that is understood and can be replicated through every product and across the supply chain,” Alvanon CEO Janice Wang said. “However, demographic data is just data unless it is analysed in the right context. BodiData is generating big data on U.S. consumers and growing throughout the world. Our domain expertise will enable us to analyse and help apparel brands and retailers define their DNA fit for their target consumer population. Better fit will help apparel brands maximize sell-throughs, reduce inventory, reduce returns and ultimately improve customer loyalty.”