Target to use 3D to end size confusion

30 May 2012, 3:00 pm   -   Source: AAP

Target is planning a national sizing study to ensure its clothes fit more Australian women.

Target will use 3D technology to rescue women shoppers confused over which clothes size to buy.

Managing director Dene Rogers said only 59 per cent of younger and 50 per cent of mature women found a good fit at Target.

Mr Rogers said the biggest reason for customers returning items was a poor fit.

He said Target, which was wholly owned by Wesfarmers, aimed to fit 95 per cent for all women after it had finished with its resizing project.

"Right now we're not fitting as many people as we need to," Mr Rogers told a Wesfarmers investor briefing on Wednesday.

The clothing store chain was preparing to measure thousands of its customers by using a machine that takes three-dimensional measurements.

"It takes about 20,000 data points measuring body shape and dimensions, laterally, vertically and diagonally.

"And it's accurate within half a millimetre," Mr Rogers explained.

The resizing project is part of a four-year turnaround plan for Target, which aimed to strengthen its market position as a mid-tier department store.

The store would also introduce bra fitting services to bring it in line with other department stores such as Myer and David Jones.

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