CHAPTER 10 Part II
Size and Fit Specifications
AMM 3100 Design & Merchandising Strategies
Prof. Tetschner
Objectives
• Examine the role of marketing in communicating
product size to customers, especially in the online
environment
• Consider the contribution made by virtual fitting
rooms and their potential
• Compare methods of mass customization
• Consider the potential of whole garment knitting
and three-dimensional printing in the arena of
finding the perfect fit
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Marketing
• Sizing Designations
– Clarity about a size designation builds trust with customers.
Marketing professionals in apparel companies can work with
product development professionals to find guidance from:
• New sizing standards as they are published
• New mannequins as they are created
• Current research on appropriate ease and fitting needs for their target
customers
– Size Migration: The measurements of a size in one brand
may be the same as a different size in a similar garment in
another
– Vanity Sizing: The practice of labeling larger sizes with
smaller-size tags
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Marketing, continued
• Virtual Fitting Rooms
– Virtual fitting room technology allows the customer to
play paper dolls with images of available clothing
superimposed over their own image
– Cisco StyleMe Virtual Fashion Mirror
– Cisco StyleMe Virtual Fashion Mirror CC
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Marketing, continued
• Online Virtual Fitting
– Online retailers can obtain software similar to virtual
mirrors that change a computer with a webcam into an
interactive fitting room
– As with the store version, the product helps the
customer cycle through a lot of product quickly, but it
is not yet a reliable fitting tool and the screen is much
smaller
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Mass Customization
• Application of mass-production techniques to the
production of a single customer-configured garment in
order to maximize choice and minimize cost
• Patterns can be derived from:
– Measurements
– Adjustments to a base style
– Alteration to base style pattern
• AM4U
• AM4U
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Whole Garment Knitting
• Whole garment
knitting has broken
through the need to
make twodimensional shapes
(patterns) to fit a
three-dimensional
form (the body) by
knitting panels that
are linked at the same
time
• Shima Seiki
• Shima Seiki
Three-Dimensional Printing
• The advent of three-dimensional printing may completely
circumvent the need for patternmaking and weaving. The
fabric can be produced from interlocking units of varying
sizes to conform to the customers’ shapes gathered from
body scans
• 3-D Printing
• 3-D Printing
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Due Dates & HW
• Ch. 10 Quiz Tuesday 4/21 from 10:00 am to 10:15 am
• Activity 11.8 Drawing 2 New Garments due @ the beginning of
class on Tuesday 4/21. Please post to Bb under assignments as an
Ai file, (make sure you have included the croquis and the
explanation) I will not be able to correct it if it’s not in that format.
• Keep working on your Storyboard 
• Start working on your Reflective writing assignment you will find
the instructions and the rubric under assignments due on Thursday
4/30 @ 9am.
• Work on your Storyboard 