A new national campaign, ‘Sizing up Britain – The Future of Fit’, is rolling out a body-mapping service to shopping centres across the UK to help women navigate the different sizings across retailers.
The initiative, spearheaded by fashion commentator Caryn Franklin, aims to drive footfall and sales in shopping centres. Franklin has partnered with Bodymetrics, a 3D body-mapping scanner that records more than 200 measurements of a woman’s body shape before delivering “size-matched” items directly to users’ phones.
Franklin said the new sizing technology would allow retailers to benefit from “a greater purchase percentage, lower return rate and an increase in customer satisfaction”.
“It’s about taking the guesswork out of sizing,” she said. “The app will hold bespoke information and talk directly to retailers. Women are changing their shopping habits – they are moving away from bricks and mortar and towards online, so we are excited to bring that experiential element back into shopping.”
The campaign will launch in September with eight yet to be named shopping centres, before a national roll out in spring 15. Retailers interested in getting involved should visit www.sizingupbritain.com.