British retailers to take part in Shape GB campaign

13 Jul '18

1 min read

Major British high street stores like Asos, River Island, New Look and Next will participate in the Shape GB campaign, a survey conducted for the first time in 17 years across the United Kingdom to create standardised sizes. Around 30,000 adults will submit their measurements using an app that will enable retailers to adhere to a new universal sizing system.

The survey will measure people’s body’s via a revolutionary body volume indicator (BVI), according to British media reports.

Users will be required to submit some basic personal information and two photographs of themselves after downloading an app, which will then use that information to measure weight distribution across the body, combining it with data submitted on age, weight, height, gender and ethnicity.

The idea is that retailers will then use this collection of data to update their sizing charts and make them in line with other stores.

So far, six retailers have committed to supporting the project. (DS)

ALCHEMPro News Desk – India

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