Tesco clothing brand F&F has said its investment in 3D pattern-making software Modaris improved margins and reduced online returns last year.
Just 14% of online F&F purchases were returned in 2014 compared with 19% the year before, saving the business £3m in 2014, Tesco category technical director Alan Wragg told delegates at the Association of Suppliers to the British Clothing Industry’s Fit Factor conference in Peterborough on March 5.
F&F introduced the Modaris software, which was created by retail technology firm Lectra and uses a 3D model to show how clothing will look on a person, in 2013.
Wragg said it has reduced lead times because fewer fittings are needed during production: “If we can cut the lead time by one to two weeks, we sell so much more at full price rather than having to discount. If we do this on 30% of styles we make between £20m and £40m more profit.”
Also at the event, Marks & Spencer technical manager for lingerie, Julia Mercer, showed off its online bra-fitting tool, which launched in December 2014. The service is used by 7,400 women each week and has increased online conversion rates by 10%.
Debenhams head of quality assurance Fiona Graham said the department store is considering a number of options to improve fit, including digital tape measures, body scanning and virtual fitting rooms.