SEVENTH FRAMEWORK PROGRAMME
FP7-SME-2013
Grant Agreement No.: 606091
Project Acronym: Kidsize
Project Title: Development of a new extended product-service to overcome size assignment
and fitting barriers for children fashion on-line market addressing customer needs
Project co-funded by the European Commission within the Seventh Framework Programme
DATES Due date of deliverable: 31st
January 2014
WP WP1 – Characterization of childrenswear shopping and fitting processes for Kidsize
user requirements
DISSEMINATION LEVEL
PU Public X
NAME ORGANIZATION DATE
AUTHORS Begoña Mateo/Paola Piqueras/ Raquel Marzo IBV 14/02/14
D1.1
Needs, expectations and barriers from children, consumers,
manufacturers and retailers
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Table of Contents
EXECUTIVE SUMMARY 3
INTRODUCTION 4
T1.1 Characterization of childrenswear shopping experience and fitting assessment from buyers’
point of view 6
1. Introduction 6
2. Methodology 6
2.1. Techniques and participants sample 7
3. Results 12
3.1. Web blog analysis 12
3.2. Study with parents 14
3.3. Study with retailers 36
T1.2 characterization of childrenswear e-commerce 56
1. Introduction 56
2. Methodology 56
2.1. Data about usage patterns in existing European e-commerce platforms 56
2.2. Survey to e-commerce managers 56
3. Results 58
3.1. Data about usage patterns in existing European e-commerce platforms 58
3.2. Survey to e-commerce managers 61
4. Conclusions 70
T1.3. Characterization of the use of mannequins and scalabilities for patterning and sizing garments
in childrenswear industry 72
1. Introduction 72
2. Methodology 73
2.1. Workshops at the SMEs’ facilities – patterning and fitting 73
2.2. SMEs’ assessment of virtual try-on approach 73
2.3. Online survey to manufacturers of childrenswear aimed at pattern makers 74
3. Results 75
3.1. Workshops at the SMEs’ facilities – patterning and fitting 75
3.2. SMEs’ assessment of virtual try-on approach 76
3.3. Online survey to manufacturers of childrenswear aimed at pattern makers 79
4. Conclusions 99
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EXECUTIVE SUMMARY
The information gathered into this Deliverable helped us to characterize the needs, expectations
and barriers of buyers, retailers and manufacturers of childrenswear, and the potential usefulness
that Kidsize might bring to them.
Buyers (parents and relatives)
The main barrier identified across this study was that it is very complicated to try garments on to
children, regardless the age. Moreover, sizes do not correspond to the age of children, and each
brand has its own sizing system. On online purchases, parents also mention as a barrier the cost it
has in terms of money and time.
Parents consider that Kidsize would be extremely useful because it will facilitate the purchase at
both physical and online stores.
Brick-and-mortar retailers
Retailers say that the most requested information by parents is related to size and fitting. Most of
the retailers are guided by the size-age in order to recommend the right size.
Retailers consider that Kidsize tool is more useful for selling online, however, for physical stores,
the most useful situations would be for relatives or friends of the children, or for parents that go
to the store without children.
For them, the most interesting feature of Kidsize would be to provide fitting information since
fitting problems are the main cause for returns.
Online retailers (e-commerce)
Regarding e-commerces, currently the companies have to upload one or two images of garments
for their visualization in the e-commerce sites, and would be able to provide two or more images
of each garment type on a flat surface for Kidsize, however, the companies would prefer a 3D
view of the garment worn.
Online retailers consider Kidsize useful for selling childrenswear online, and expect it to solve the
returns du to fitting problems in online shopping.
Manufacturers
Regarding the childrenswear pattern makers, most of the companies use physical commercial
mannequins and children to verify the fitting of their garments. The physical mannequins used by
the manufacturers surveyed are: MNQ 0-12 from ASEPRI; AlvaForm from Alvanon; Cléo and
Stockman.
The most common sizes used in fit verification are size 6 months, 3 months, 12 months, 8 years, 4
years, 12 years. Most of the manufacturers would not have problems to introduce the
information of their children/mannequin measurements into the Kidsize system.
All manufacturers find it interesting to have Kidsize supporting the size selection and fitting
prediction at the point of sale.
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INTRODUCTION
The aim of this deliverable is to extract the needs, expectations and barriers of buyers, retailers
and manufacturers regarding the Kidsize. To this end, the following tasks have been conducted.
Task 1.1 Characterization of childrenswear shopping experience and fitting assessment from
buyers’ point of view in e-commerce and physical stores
The objective of this task was to understand the childrenswear shopping experience, to design
the best way to assist buyers (parents and children) in size selection.
In this task, IBV applied user-driven innovation methods. This methodology consists of a set of
tools and techniques from social research, that facilitate the participation of people (users and
professionals) in all phases of the development process in order to provide value-added. Within
this methodology, the following techniques have been applied:
• A web blog analysis (netnographic analysis and benchmarking) of the most common
websites of childrenswear
• Three focus groups with Spanish parents of children between 0 and 12 years old: 0-3 years,
3-9 years, and 9-12 years
• Nine interviews with Spanish retailers that sell clothes for babies (between 0 to 3 years old)
or for children (from 3 to 12 years old) in physical stores (both multi brand store and brand
store), having or not online store
• An online survey to 165 parents and 43 retailers of the three target countries (Spain, France
and Finland), with the help of the project associations (CFE, ASEPRI, NovaCHILD and Finatex)
Task 1.2 Characterization of childrenswear e-commerce
The objective of this task was to understand the childrenswear e-commerce in order to facilitate
the integration of the new tools to be developed in the project. In order to do so, two techniques
have been applied:
• A study of usage patterns in existing European e-commerce platforms has been carried
out by OZONGO, from which an integration model between Kidsize tool and an e-
commerce platform has been developed.
• An online survey to 15 e-commerce managers working in childrenswear companies of the
three target countries (Spain, France and Finland) has been prepared by IBV with the help
of ISRI and OZONGO, and distributed with the help of the project associations (CFE,
ASEPRI, NovaCHILD and Finatex).
Task 1.3 Characterization of the use of mannequins and scalabilities for patterning and sizing
garments in SME from childrenswear industry
The objective of this task was to understand the childrenswear patterning, fitting and sizing
processes in order to better define multi-fitting algorithms, the visualization tool and the
manufacturer interface according to SMEs processes. In order to do so, the following techniques
have been applied:
• An in-situ analysis of the daily designers and pattern makers’ work has been performed by
IBV by means of workshops at the project’s SMEs facilities. Moreover, ISRI analyzed the
problem from the virtual try-on perspective.
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• An online survey to 30 patternmakers of childrenswear companies was prepared by IBV
and distributed by SME associations (CFE, ASEPRI, NovaCHILD and Finatex).
This report is structured according to these tasks, and explains the above mentioned techniques,
as well as the results obtained, and the conclusions reached, regarding the needs, expectations
and barriers of buyers, retailers and manufacturers.
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T1.1 Characterization of childrenswear shopping experience and
fitting assessment from buyers’ point of view
1. Introduction
The objective of this task is to understand the childrenswear shopping experience for designing
the best way to assist buyers (parents and children) in size selection.
2. Methodology
People Driven Innovation methodology was applied to achieve the objectives of this deliverable.
This methodology consists of a set of tools and techniques from social research, that facilitate the
participation of people (users and professionals) in all phases of the development process in order
to provide value-added.
The techniques have been selected and applied according to their fitting to the objectives and the
different profiles considered: parent and retailers. The distribution of techniques used according
to the user profile is shown on Figure 1:
Figure 1. Techniques distribution according to the user profiles.
A common structure has been defined to plan and carry out the different techniques. The
following steps have been followed (Figure 2).
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Figure 2. Steps followed in each technique.
Step 1. Techniques’ planning:
In this step, the following materials have been developed:
• Abstract of the Kidsize project with the main goals of this study.
• Work plan of the tests: objectives, methodologies, resources and schedule.
• Key questions to propose to the participants.
• Protocols and procedures for applying the techniques.
• Tools for data register and results evaluation.
Step 2. Participants selection:
In this step, the following participants’ profile has been chosen:
• Parents of children between 0 and 12 years who buy clothes for them.
• Retailers who sell clothes for babies (between 0 to 3 years old) or for children (from 3 to
12 years old) in physical stores.
Step 3. Techniques development
This step consists of the development of the techniques. The following section (Techniques and
participants sample) explains each technique and the participants’ sample used.
Step 4. Data analysis
In this step, data analysis has been performed by a systematic and verifiable way. An
interpretative analysis of the content has been performed, by which the participants' responses
are summarized creating descriptions.
2.1. Techniques and participants sample
Next, the five different techniques applied are described.
WEB BLOG ANALYSIS
Netnographic analysis
Netnography is the branch of sociology that deals with the analysis of the behavior of individuals
in internet as a free context. The free opinion of individuals in Internet allows the researcher to
access data from thousands of individuals acting freely and spontaneously, representing an
exponential increase over analysis techniques such as focus groups or ethnography itself. It also
allows the researcher to keep track of these interactions.
Techniques Planning
Participants Selection
Techniques Development
Data Analysis
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The term was coined “netnography” at the late nineties by R. V. Kozinets, and used as a research
method in the early years of the century.
Some forums related to childrenswear were consulted by IBV in order to identify:
• Current e-commerce websites addressed to childrenswear
• Shoppers’ opinions about the current e-commerce websites and tools for size selection
Benchmarking
Benchmarking is a systematic and continuous process to evaluate products, services and work
processes of organizations recognized as the best practice, the toughest competitors1.
In this project, current e-commerce websites addressed to childrenswear and currents tools for
size selection have been evaluated by IBV. These websites and tools have been selected in the
netnographic analysis for being the most mentioned in the consulted forums.
An analysis of each tool has been performed in order to obtain the most common information
provided to parents.
FOCUS GROUP
A focus group can be defined as a carefully planned discussion designed to obtain qualitative
information about a defined area of interest in a permissive atmosphere, not directive. The
discussion is relaxed, comfortable and often successful for participants because they share their
ideas (Krueger, 19912).
IBV carried out three focus groups with Spanish parents of children between 0 and 12 years old.
The goals of these groups were to identify the current problems in childrenswear shopping
(specifically regarding size selection), success factors in innovative shopping experiences and
needs, expectations and barriers about Kidsize system.
In order to obtain the requirements of Kidsize system, parents were asked about the different
parts of the tool showing different images Figure 3, Figure 4).
Figure 3. Steps of the Kidsize tool for babies
1 Bogan, C. E., & English, M. J. (1994), Benchmarking for best practices: Winning through innovative adaptation.]
New York, NY: McGraw-Hill. 2 Krueger, Richard A. (1991), El grupo de discusión: guía práctica para la investigación aplicada. Madrid,
Pirámide.
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Figure 4. Steps of the Kidsize for children)
As it can be observed the process is different for babies and children. For babies, parents have to
measure their baby and introduce the Measurements in the tool. For children, parents have to
take a photo to their child and the tool generates a 3D model.
The main parts of Kidsize tool are:
- Introduction of Measurements for babies or Image captures for children
- Fitting Visualization
Table 1 shows the participants sample used in this technique.
Table 1. Users sample of the focus groups.
Variables GROUP 1 GROUP 2 GROUP 3
Gender 10 women, 1 man 8 women 7 women, 1 man
Children’s age Between 0 and 3 years old Between 3 and 9 years old Between 9 and 12 years old
Other To be the person who is responsible for buying clothes
INTERVIEW
Interview corresponds to a “face to face” meeting that takes place between an interviewer and an
informant aimed at obtaining information about a product/service, process or specific experience
(Sanchez Martín, 20033). An interview does not refer to an informal discussion of everyday life,
but to a formal conversation with one specific goal: the interview should have an intention,
objectives, structure (more or less formal) and a sequence of time/action.
IBV carried out nine interviews with Spanish retailers who sell clothes for babies (between 0 to 3
years old) or for children (from 3 to 12 years old) in physical stores. The Spanish retailers were
provided by ASEPRI. The goals of these interviews were to identify the current problems in
retailing process (especially regarding size recommendation), expectations concerning new tools
for supporting the retailing process and possible barriers for Kidsize system.
3 Sánchez Martín, M.E. (2003). La entrevista. Técnica de recogida de datos en el análisis de una situación social.
Madrid: Publicaciones de la Universidad, Complutense de Madrid.
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ONLINE SURVEY
A survey is an investigation conducted on a users’ sample representative of a wider group, using
standardized interrogation procedures with the aim of obtaining quantitative measurements of a
variety of objective and subjective characteristics of the population (Lesley Andres, 20124).
In this study, IBV carried out an online survey with 165 parents and 43 retailers of three countries
(Spain, France and Finland) in order to validate the results identified in qualitative techniques
(focus groups and interviews). The sample of retailers was provided by ASEPRI in Spain, by
NovaCHILD in France, by Finatex in Finland and by CFE in all countries. The survey in France was
carried out by NovaCHILD, who visited physical stores.
Description of parents’ sample
The next figure shows the characteristics of the sample of parents. The sample of 165 parents is
divided into two groups:
• 57 parents of babies (age between 0 and 3 years old)
• 108 parents of children (age between 3 and 12 years old)
In general, all countries are equally represented. Most parents have bought clothes for their
children on an online store.
Figure 5. Sample characterization of parents
Description of retailers’ sample
Next, the descriptive parameters of the retailers’ sample are explained. The sample of 43 retailers
is divided into two groups:
• 24 retailers of baby clothes (clothes for children between 0 and 3 years old)
• 19 retailers of child clothes (clothes for children between 3 and 12 years old)
4 Andres, Lesley (2012). "Designing and Doing Survey Research. London: Sage.
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Figure 6 shows the characteristics of the sample of retailers of childrenswear:
Figure 6. Characteristics of sample of retailers of baby clothes
Figure 7 shows the characteristics of the sample of retailers of child clothes:
Figure 7. Characteristics of sample of retailers of child clothes
The graph of the percentage of retailers of child clothes that sell online is not shown because the
100% of retailers of child clothes have the possibility of selling online.
In general, most retailers are from France, the companies where they work have between 50 and
250 employees and sell children’s clothing online.
25%
8%67%
Select your Country
Spain
Finland
France 62%
25%
13%
Specify the size of your
company
Less than 50
employees
Between 50 and
250 employees
More than 250
employees
33%
67%
Has the shop where you work the possibility of selling children's
clothing online?
No
Yes
21%
11%
68%
Select your Country
Spain
Finland
France 58%26%
16%
Specify the size of your company
Less than 50
employees
Between 50 and 250
employees
More than 250
employees
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3. Results
3.1. Web blog analysis
The results of the web blog analysis are structured in two main blocks:
• Characterization of current e-commerce websites addressed to childrenswear
• Shoppers’ opinions about the e-commerce websites
3.1.1. Characterization of current e-commerce websites addressed to childrenswear
In this section, tables with descriptions of childrenswear e-commerce websites most mentioned
by parents in forums are presented. For each e-commerce websites, the following items have
been identified:
• URL of the website
• Brief description of the company
• User profile: User profile of the garments offered in the website. If the company has a
classification according to the ages, it is specified in the table.
• Fitting tool: tool provided to clients (normally parents) for selecting the garment size
• Measurements of the body: body measurements related to each garment size provided to
clients for helping in the size selection. If the company provides different measurements
according to one factor, these measurements are specified for each factor value (children
age, kind of garment, etc.).
• Measurements of the garment: measurements of each garment size provided to parents
for helping in the size selection. If the company provides different measurements
according to one factor, these measurements are specified for each factor value (children
age, kind of garment…).
• Acquisition of the measurements: the way that parents have to measure and introduce
the measurements of their child in the website
• Product presentation: garment information provided to parents
• Feedback from shoppers: the way that shoppers have available in the website to share
information of the garment
• Options for fitting problems: e-commerce solutions to solve fitting problems of the
garments
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After analyzing eight current e-commerce websites, Table 2 shows the description of the current
e-commerce websites.
Table 2. Description of the current e-commerce websites
User Profile
• All childrenswear e-commerce websites offer garments to children from 2
years old to 12 years old. However, there are online stores that not have
available garments for babies, or for children older than 12 years old.
• There is no common classification of garments according to the children age.
Nevertheless, for babies it seems the most common age range is from 0 to 36
months. For children, the most common age is from 2 to 16 years.
Fitting Tool
• The fitting tool mostly used in the analyzed websites is a guideline with
measurements charts. Normally, parents have to check the size looking at the
measurement chart (knowing the child measurements). With the current
websites, parents cannot see the fitting garment (virtual try-on).
Body
Measurements
• Regarding the body measurements most provided to parents, there are
differences according to the child age:
o The most common baby measurements are: Height, weight
o The most common child measurements are: Height, chest girth, hip
girth, waist girth. Arm length is shown in some measurement charts too.
• Besides the age, some websites provide different body measurements
according to the garment kind. Garments are divided into upper garments
(tops, shirts, blouses…) or bottom garment (dresses, short, Bermudas…).
o The most common body measurement for upper garments is: chest girth
(in some websites, arm length is provided)
o The most common body measurements for bottom garments are:
height, weight, waist girth
Garment
Measurements • Some websites provide the length of the garment.
Acquisition of
measurements
• In all websites, parents have to measure their child manually. Some
websites offer measurement tips to parents.
Product
presentation
• The most common garment information provided by e-commerce is:
o Garment pictures
o Size (ages)
o Price
Feedback from
shoppers
• Some websites let parents share information of the garment by social
networks (especially Facebook).
Options for
fitting problems • Some companies offer services to guarantee the best fit.
3.1.2. Shoppers’ opinions about the e-commerce websites
The next table shows the current barriers and strengths of the eight analyzed current e-commerce
websites. These barriers and strengths are obtained from the analysis of the selected forums,.
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Table 3. Current barriers and strengths in childrenswear e-commerce
BARRIERS STRENGTHS
• Garment fitting
• Variety of sizes depending on the brand
• Difficulty to select the size
• Every size is not available in the websites
• Difficulty to return the clothes
• Shipping costs
• Long delivery times
• Brief description of the garment (surprises in
the quality, looseness…)
• Pictures don't show the quality of the garment
(fabric, finish)
• Not serious service
• In case the webpage has a section for helping
in size selection, sometimes it is difficult to
find the section
• Affordable price
• Adaptable sizing for everybody
• Standardized sizing
• Section with everything that shoppers need
to keep in mind to choose the right size
• Section with advices about how to buy
• Detailed description of the garment
(material, finish...)
• Images correspond with reality (quality)
• Pictures with children models
• Short delivery times
• Facility to return the cloth
• Free/reduced shipping costs
• Catalog easy to see
• Variety of offer
• Agile and intuitive menus to select clothes
• Advices for selecting fabrics and colors
• Personal Shopper that helps you select
accessories
• Possibility to choose garments by style
(beach, grunge, etc...)
As can be observed, the main barriers from buyers’ point of view in e-commerce are:
• The garment fitting for children
• There is variety of sizes depending on the brand. There is not a common standard for
children sizes
• Parent have difficulty to select the garment size more adequate for their children
The main success factors from buyers’ point of view in e-commerce are:
• Affordable price of garments offered in websites
• Some online stores have adaptable sizing for everybody
• Some online stores have standardized sizing
Therefore, besides the price, the factor that conditions parents to buy clothes for their children in
e-commerce is the easiness or difficulty to choose the correct size.
3.2. Study with parents
3.2.1. Qualitative analysis: focus groups
On this section, the results obtained from the focus groups with parents of children between 0-12
years are presented.
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The results are structured in four main blocks:
• Characterization of purchase process and sizing selection in physical store
• Barriers and strengths of online purchase
• Design requirements and functionalities of the Kidsize tool
• Privacy aspects to consider
This information has been useful to design a questionnaire and validate data more exhaustively.
On section 3.2.2. Quantitative analysis: online surveys, design requirements and functionalities
that parents discussed during the focus group are presented. These results were validated in an
online survey with a quantitative sample.
3.2.1.1. Characterization of purchase process and sizing selection in physical store
On this section, the information about potential users and their common habits of purchase is
presented.
Table 4 presents the main characteristics of the purchase habits of children clothing.
Table 4. Characterization of purchase process and size selection
Shopper - Parents without children
- Parents with children
- Other relatives and friends
Sizing selection
method
- Purchase based on the information of the height
- Comparison with items brought from home
- Visual size selection when:
o They know the brand, and it is about tops and skirts or
dresses.
o In the case of pants if they incorporate any
adjustment element as rubber or adjustable waist
button.
- The size in years is only a guide. Parents do not look at it
unless they know the brand and know which is the right size
Main fitting
Measurements
- Length of the garment
- Leg length
- Chest girth
- Waist girth
- Sleeve length
Trends - Parents usually buy the widest clothing
On Table 5 compiled problems that parents comment during the focus group regarding clothing
purchase for their children are summarized.
In general, the main problem regarding fitting. Parents state that sizing methods change
depending of the brand and many times size by age does not correspond with real age.
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Table 5. Main problems of fitting for children clothes
Fitting
problems
- Too much difference between sizes from different
manufacturers
- Too much difference between sizes between different models
of a single manufacturer
- Sizing varies depending on the cloth
- Sometimes there is too much difference between two
consecutive sizes and the fitted size
- Children often are above the size that corresponds by age,
especially regarding height
- Trends show that the sizes that correspond with age are
small
- Inconsistency in the structure of the garment, especially
within leg length and waist girth, and sleeves length
o If leg length fits usually the waist girth is narrow in the
case of overweight children and wide for very thin
children
- If the garment is very stiff, they usually have adjustment
problems. In the case of this type of cloth, the garment should
be looser.
- Pants are the most problematic garment
*The most problematic garment regarding to fitting are pants
for all ages; above all in the case of babies.
- Long sleeves are also a common problem in children
between 3 and 12 years.
Clothing Test
problems
- Children do not like to try the garments on
- Parents cannot try on too many garments in the same
purchase because children get tired quickly
- The next table shows the main problems regarding to
different age ranges of children:
Babies
- Parents cannot test the clothes
- Narrow sizing
- Too much difference between
Measurements of different manufacturers
Children older
than 3 years
- They don´t like to try the clothes on.
- Parents cannot try on several pieces of
clothes in a purchase, neither different
sizes to evaluate which fits better
- Boys, mostly, don´t like to try clothing on
- Girls do not matter
The main Measurements that parents take into account when selecting the correct size of infants
clothing are shown on Table 6. These Measurements were validated at the questionnaire to
identify which ones should be included in the tool.
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In general, height is the main measure that parents take into account for any garment regardless
the age of the children.
Table 6. Main Measurements for children clothing purchase
Bottom garments
- Height
- Waist girth
- Hip girth
- Thigh girth
- Inner leg length/ Body rise
Upper garments
- Height
- Weight
- Waist girth
- Chest girth
- Upper arm girth
- Sleeves length
- Shoulder length
- Inseam/ Body rise
- Head girth
- Neck girth
For bodies and
rompers
- Height
- Weight
- Chest girth
- Waist girth
- Body rise/ inseam
- Inner leg
- Neck girth
- Head girth
- Foot width (*for full body rompers and pyjamas)
- Foot length (*for full body rompers and pyjamas)
3.2.1.2. Barriers and strengths of online purchase
The barriers and strengths of online purchase of children clothing are presented on Table 7.
The main advantage that parents found in buying clothes for their children on an online store is
the cheaper price, the largest variety of models and prices to choose, and the easiness of
shopping from home at any time.
On the other hand, the biggest barrier stated by parents of children of all ages is the risk of
selecting the wrong size and the time and cost of returns if they choose the wrong size.
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Table 7. Barriers and Strengths of Online purchase for children clothing
BARRIERS STRENGTHS
• Difficult to match the size if you do not know
the brand
• The sizing varies depending on the model of
the garment and the fabric, not just the brand
• Risk of making a mistake when selecting the
size
• Sometimes the photo of the item doesn´t
correspond to reality
• The quality of the fabric is not as appreciated
as in physical store
• It takes more time to arrive
• Exchanges or returns imply a longer time
• The Shipping and Return price; especially
when augmented by garment
• There is no direct feedback on the experience
of other clients like in the physical store itself
• It is necessary to introduce bank details
• It may require to register many times
• Cheaper
• Increased variety of models
• More stock of available sizes of the same
model
• Anytime, anywhere
• Faster time
• More comfortable
• Displacements not required
3.2.1.3. Design requirements and functionalities of the Kidsize tool
The criteria that parents consider most important to take into account in the design of the Kidsize
tool are presented on Table 8.
Table 8. Criteria to take into account in the Kidsize tool
Support
• Mobile App + Web (the same functions for both)
• All functions can be managed with both supports
• Familiar registration
Utility • For online and physical store
Introduction of
Measurements
for babies
• Number of Measurements
• Update frequency
Image captures
for children
• Number of images
• Clothes to take photos
• Who takes the photos
• Support to take photos
• Management of the photos
• Additional material
• Scale object to take photos
Fitting
visualization
• Standard dummy or Avatar with or without identification for
children older than three years
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• Fitting information of main Measurements depending of the type
of garment (bottom, upper or whole body)
• Information about fitting
• Visual icons highlight problematic areas (example: arrows)
• Other visualization options
Other
functionalities
• Optional or Obligatory actualization
• With or without reminder and recommendations
• No additional material to download or print
• Combine different garments at the same time
• Information about Growth rates
• Optional automatic update regarding to Growth rates
• Information about fashion trends
3.2.1.4. Privacy aspects
The privacy aspects that parents state to perceive the tool as safe are the following:
• Registration should not link children image with personal data
• Registration should allow and increase control over the information. Information could
be removed when the user decides
• 3D impersonal avatar or pixilated face
• Photos should be eliminated when the 3D model is created
• Photos wearing tight clothes, no underwear
• Privacy policy should be clear and visible
• Privacy requirements should be easy to understand, with a clear language
3.2.2. Quantitative analysis: online surveys
The results are structured in three blocks:
• Physical store buying process
• Utility of the Kidsize system
• Requirements of the Kidsize system
o Support and registration
o Introduction of baby measurements
o Taking and inserting child pictures
o Visualization of the fitting
o Other functionalities
3.2.2.1. Physical store buying process
As can be seen on Figure 8 there is no a clear tendency on whether parents go to buy with their
children or not. Most of the sample said that sometimes they do regardless of the children age.
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 20 of 100 Deliverable D1.1
Figure 8. Habits of purchase of parents accompanied by their children
The figures below show how parents guide themselves when they have to select the correct size
of a garment for their children. In the case of babies the information in centimeters is the main
reference that they take into account (68%) followed by the size age (42%).
In the case of children older than 3 years, the criteria by which parents select the correct size is
the information in centimeters (49%), just taking a look (38%) or by the size age (36%).
Figure 9. Criteria followed by parents to select the correct size for babies´ garment
17%
78%
5%
For babies
Yes, always
Sometimes
No, never
23%
70%
7%
For children
Yes, always
Sometimes
No, never
0
11
14
9
14
21
37
42
68
0 10 20 30 40 50 60 70 80 90 100
Other
I take a look when the garment incorporates some
element of adjustment as elastic waistband, etc.
I take a look if I know the brand
I am guided by clothes that I bring from home
I have to try it on
I try it on obove their clothes to see
I take a look, I see the garment and know the size
I am guided by the size age
I am guided by information in centimeters
%
How do you select the correct size when you choose a garment for your baby?
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 10. Criteria followed by parents to select the correct size for children´s garments
In general, parents guide themselves by the information in centimeters, regardless of age.
Figure 11 shows the most problematic garment regarding size selection. There are differences
within ages about the type of garment:
• In the case of babies the most problematic garments are shirts, t-shirts and jackets (39%)
followed by daily pants (32%).
• In the case of children, daily pants (64%) and formal pants (36%) are the most
problematic ones.
Figure 11. Problematic garments regarding to size selection for children
1
4
16
17
20
29
36
38
49
0 10 20 30 40 50 60 70 80 90 100
Other
I am guided by clothes that I bring from home
I take a look if I know the brand
I try it on obove their clothes to see
I take a look when the garment incorporates some…
I have to try it on
I am guided by the size age
I take a look, I see the garment and know the size
I am guided by information in centimeters
%
How do you select the correct size when you choose a garment for your
children?
4
5
5
11
16
18
19
25
26
32
39
0 20 40 60 80 100
Skirts
Dress
Leggins
Romper
Formal pants
Clothes for events and celebrations
Body
Overall
Coat
Daily pants
Shirt/Tshirt/Jacket
%
With which garment do you have more problems when selecting
the correct size for your baby?
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 12. Problematic garments regarding to size selection for children
The tables below show the different Measurements that parents consider when purchasing child
garments. In general, the only body dimension that parents take into account when selecting the
correct size for lower garments is the height of the baby or children.
Table 9. Measurements for lower garments for babies (Percentage of parents)
Height Weight Waist
girth
Hip
girth
Thigh
girth
Inner leg
lenght
Foot girth
(arch area)
Foot
length N/A
Skirt 40 11 37 5 4 11 0 2 35
Pants 72 14 54 7 5 37 4 2 4
Leggings 46 9 23 2 5 25 2 2 33
Table 10. Measurements of lower garments for children older than 3 years (Percentage of parents)
Height Weight Waist
girth
Hip
girth
Thigh
girth
Inner leg
lenght
Foot girth
(arch area)
Foot
length N/A
Skirt 52 6 45 14 1 5 0 0 28
Pants 72 5 60 19 7 32 1 6 2
Leggings 52 4 27 10 6 22 1 6 26
In the case of upper garments height continues being the most relevant measure (see tables
below):
Table 11. Measurements of upper clothes for babies (Percentage of parents)
Height Weight Chest
length
Chest
girth
Waist
girth
Upper-
arm
girth
Sleeve
length
Shoulder
length
Head
girth
Neck
girth N/A
Shirt/TShirt/Jacket 54 9 21 21 9 42 21 0 25 4 54
Dress 47 5 11 11 12 4 14 0 11 35 47
Coat 67 9 18 18 14 23 23 4 7 2 67
Overall 72 11 21 7 14 7 7 0 2 12 72
5
7
7
10
21
23
36
64
0 10 20 30 40 50 60 70 80 90 100
Leggins
Overall
Skirts
Dress
Coat
Shirt/Tshirt/Jacket
Formal pants
Daily pants
%
With which garment do you have more problems when selecting
the correct size for your child older than 3 years?
Kidsize project FP7-SME-2013 GA no. 606091
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Table 12. Measurements for upper clothes for children older than 3 years (Percentage of parents)
Height Weight Chest
length
Chest
girth
Waist
girth
Up-arm
girth
Sleeve
length
Shoulder
length
Head
girth
Neck
girth N/A
Shirt/TShirt/Jacket 66 5 20 19 6 36 28 3 12 3 66
Dress 55 6 6 18 14 8 8 2 1 25 55
Coat 71 3 21 14 8 31 29 0 0 6 71
Overall 58 5 15 9 16 5 8 0 0 25 58
Table 13. Measurements of bodysuits and rompers for babies (Percentage for parents)
Height Weight Chest
girth
Waist
girth
Body
length Foot girth
Foot
length N/A
Bodysuit 72 23 11 12 26 2 4 7
Romper 79 16 11 7 25 7 16 9
Regarding the clothes fitting (Figure 13), parents prefer somewhat loose-fitting garments, for
lasting a season (for both babies and children).
Figure 13. Clothes fitting at the moment of the purchase
There are differences about adjustment preferences for each type of garment. The table below
shows parents preferences. In both cases, babies and children older than 3 years, for formal
clothes and leggings, parents seek better adjustment than in daily clothes.
For babies:
Table 14. Adjustment preferences at the moment of the purchase (Percentage of parents)
Very tight Tight Slightly loose Very loose N/A
Daily pants 0 8 29 2 1
Formal pants 0 21 16 1 2
Skirt 0 8 17 1 15
Leggings 0 14 12 1 13
Shirt/Tshirt/Jacket 0 8 28 3 1
Dress 0 7 17 0 16
Coat 0 4 29 6 1
Overall 0 4 28 5 3
Body 0 14 22 2 2
Rompers 0 6 28 3 3
Formal wear 0 19 19 1 1
10%
33%57%
For babies
A little tight
Not tight or loose-
fitting
A little loose-
fitting
7%
13%
31%
49%
0%
For children
Very tight
A little tight
Not tight or loose
fittingA little loose fitting
Very loose fitting
Kidsize project FP7-SME-2013 GA no. 606091
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For children:
Table 15. Adjustment preferences at the moment of the purchase (Percentage of parents)
Very tight Tight Slightly loose Very loose N/A
Daily pants 4 30 58 2 0
Formal pants 5 49 36 1 3
Skirt 1 31 34 0 26
Leggings 8 38 22 2 23
Shirt/Tshirt/Jacket 1 24 65 3 1
Dress 1 23 41 2 25
Coat 1 10 66 15 2
Overall 1 17 45 6 24
Formal wear 2 23 34 2 31
3.2.2.2. Utility of Kidsize
Parents of babies and children consider that Kidsize is useful to select the correct size of the
garments for their children without trying it on.
There are no differences between age groups regarding to access to the tool.
Figure 14. Access to Kidsize
As can be seen on the figures below, in general, for both age groups, parents consider that the
Kidsize tool is more useful for selling online than for selling in the store (around 89%). But they
consider it useful for both, online and physical store.
Figure 15. Usefulness of the tool Kidsize for babies
92%
8%
Once you know about KIDSIZE,
would you access it for selecting
the size of your baby?
Yes
No
80%
20%
Once you know about kidsize,
would you access it for selecting
the size of your child?
Yes
No
96%
4%
Useful for babies online purchase?
Yes
No
89%
11%
Useful for babies physical store
purchase?
Yes
No
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 16. Usefulness of the tool Kidsize for children
The percentage of parents that consider it less useful for physical stores increase in the case of
children between 3 and 12 years.
3.2.2.3. Requirements of the Kidsize system
Support and registration
The favorite support to manage the tool is across a Web + Mobile App.
Figure 17. Support of Kidsize
Regarding registration, in the case of babies, 90% of the parents state that they would register in
Kidsize (Figure 18). In the case of children the 76% of the parents state that they would register
in Kidsize but they show more mistrust than in babies case. Just a 17% will do without doubt
(Figure 19).
Parents normally would register if they do not have to enter personal data.
81%
19%
Useful for children online
purchase?
Yes
No
74%
26%
Useful for children physical store
purchase?
Yes
No
50%43%
7%
For babies
Mobile app + Web
Web
App
48%
43%
9%
For children
Mobile app + web
Web
App
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Figure 18. Registration preferences for babies
Figure 19. Registration preferences for children
In general, parents prefer a familiar registration where each parent can manage all their children
data in the same account (84%).
Figure 20. Type of registration
57%23%
10%
6%
2% 2%
For babies
Yes, but I wouldn´t enter personal data
Yes, absolutely I will do
Yes, registration make it more secure
No, I don´t want to receive advertising or offers
No, I don´t want my personal data could be
related with my child´s avatar
No, I have too much passwords to remember
17%
59%
6%
5% 13%
For children
Yes, absolutely I will do
Yes, but without enter personal data
No, I worry someone can see my personal
data
No, I have too many passwords to
remember
No, I don´t want my personal data could
be related with my child´s avatar
84%
16%
For babies
Familiar
registration
One registration
per child84%
16%
For children
Familiar
registration
One registration
per child
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Introduction of baby measurements
In the case of babies, Kidsize generates the avatar through the introduction of the Measurements
of the baby. For this reason, parents were asked about how they would manage the introduction
of the Measurements.
Most of the parents would be willing to take and introduce from 3 to 5 Measurements of their
babies (62% of the sample). The 23% would be willing to introduce as many Measurements as
required.
Figure 21. Main Measurements to be introduced in Kidsize
Regarding how many Measurements would they consider adequate for the tool to give them
information of, 53% consider that three Measurements are enough.
Parents consider that Measurements should be updated monthly or every 3 months.
Figure 22. Measurements information provided by Kidsize and Update of Measurements
Most of the parents do not want to download or print additional material.
0
6
10
23
31
31
0 10 20 30 40 50 60 70 80 90 100
Less than 3
Until 10
Until 6
Which were needed
Until 5
Until 3
%
Measurements that parents of babies would be willing to
introduce in KIDSIZE
19%
16%
53%
13%
0%
How many Measurements do you
want KIDSIZE to give you
information of?
1
2
3
4
5
10%
42%43%
5%
Update of the Measurements
Every two weeks
Monthly
Each three months
Each 6 months
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Figure 23. Additional material to download
Taking and inserting child pictures
In the case of children older than 3 years, parents are willing to take photos to their children to
introduce them in Kidsize. Just the 3% say that they wouldn´t do it in no case.
To upload the photos, 31% of parents would do it if they managed the photos or were sure that
a proper use would be applied (20%).
Figure 24. Stance of parents when uploading photos
Figure 25. Support to take photos
Those who state other reasons argue that they do not want other people seeing their children’s
photo and they are not sure if they would be able to take the photos correctly. Parents always
say that they need more information about the tool to decide whether to upload photos or not.
Figure 25 shows the favorite support to take photos. Smartphone is the best support.
Most parents state that they are willing to take photos to their children with tank top and
underwear (51%) or with tight clothes (23%).
33%
54%
13%
Additional material to download or print
for babies
Yes
No, if not necessary
No, sincerely I wouldn´t do it
3
13
19
20
31
0 10 20 30 40 50 60 70 80 90 100
No, in no case
Other
Yes, is not a problem
Yes, only if I am sure that a proper…
Yes, if I manage the photos
%
Would you take photos to your child and upload it in
KIDSIZE?
66%
34%
0%
On what support do you
prefer to take photos of your
child?
Smartphone
Camera
Web
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Figure 26. Type of clothes to take the photos
In general, parents can take any number of shots. The 77% can take more than 3 photos easily:
Figure 27. Number of photos parents can take without problems
There is no problem about taking photos of the whole body of the child.
Figure 28. Full body photos
In general, parents consider that the frequency to update photos should be every 3 months (41%)
or 6 months (36%) to ensure an accurate fitting:
6
7
23
51
0 10 20 30 40 50 60 70 80 90 100
Swimsuit
Underwear
Tight clothes
Tank top and underwear
%
With which type of clothes would you take pictures to your
child?
9
11
12
28
39
0 10 20 30 40 50 60 70 80 90 100
Between 5-6
Between 4-5
Less than 3
Between3-4
The ones I want
%
Number of shots that parents can take of their children
without problems
76%
18%
6%
Would you take photos of the
whole body of your children?
Yes
No
N/A
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 29. Frequencies of photos update
The update of photos must be optional but with recommendations to update (46%), or just
provide visible information where parents can check the last update (44%):
Figure 30. Way to update shots
Parents of children older than 3 years do not want to download or print additional material to
manage the tool. They consider it an inconvenient:
Figure 31. Additional material to download or print
There is no problem about using a scale object to take the photos:
8%
41%36%
15%
How often do you consider that photos
should be updated?
Monthly
Each 3 months
Each 6 months
Anually
3%
46%44%
7%
How do you like to be the actualization of the
photos?
Neccessarily each certain months
Optional but with recommendations and
reminders that I should update it
Optional, last date of updated visible and
I will decide to update or not
Optional without recommendations or
notice
33%
39%
28%
Would you print or download additional
material?
Yes
No, if it is not necessary
No, sincerely I wouldn´t
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 32. Scale object to take the photos
Visualization of the fitting
Most of the parents, independently of the age of their children, consider that the Kidsize tool
should provide information of 3 Measurements (45%):
Figure 33. Measurements to provide information
In the case of babies, as the system uses Measurements to create the avatar, no real face can be
registered. There is no clear tendency about the 3D model visualization. Parents prefer a
standard dummy without any customization.
In the case of parents of children older than 3 years, they prefer to visualize the avatar of their
children with real face.
Figure 34. Visualization at the Kidsize tool
Figure 35 shows other size information that parents would like to visualize in the tool.
82%
18%
Can you use an object as scale?
Yes
No
12%
16%
45%
10%
17%
How many measurements do you want that kidsize
give information about?
1
2
3
4
5 or more
54%
46%
For babies
Standard dummy
Standard dummy that
can be customized
31%
14%23%
32%
For children
Standard dummy that can be
customized
Avatar of my child but with the
face pixelated
Standard dummy
Avatar of my child with the real
face, that I can recognize
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Most of the parents (74%), independently of the age of their children prefer to visualize one
smaller and one bigger size to evaluate the fitting of the garment.
Figure 35. Other size information to visualize
Regarding visualization options, most of the parents of both age ranges would like to try on
different garments at the same time, a visualization of 360º, and signs indicating bad fitting
areas.
Other visualization options that should characterize the visualization of the avatar/dummy in the
tool are represented below:
For babies:
Figure 36 Other information to visualize for babies
For children:
Figure 37. Other information to visualize for children
24%1%
74%
1%Size information to visalize
To see one bigger size
To see one smaller size
To see one smaller and one bigger size
Other
0
5
16
21
46
60
65
0 10 20 30 40 50 60 70 80 90 100
Other
Just the avatar or duymmy with the selected garment
Visualize diffrent postures of the avatar
When I select a garment, the system award a…
Sign bad fitting areas
360º visualization
Try on different garments at the same time
%
Other information for babies to visualize in KIDSIZE
1
12
18
28
44
48
53
0 10 20 30 40 50 60 70 80 90 100
Other
Just the avatar or duymmy with the selected…
Visualize diffrent postures of the avatar
When I select a garment, the system award a…
Sign bad fitting areas
360º visualization
Try on different garments at the same time
%
Other information for children to visualize in KIDSIZE
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Other functionalities
Figure 38 shows other visualization aspects that parents would like the tool to provide, not
related to fitting. The most interesting aspects are automatic updated regarding growth rates and
information about growth rates.
Figure 38. Other information to provide
3.2.3. Conclusions of the study with parents
• Firstly, needs and barriers that parents have when purchasing children clothes in physical and
online stores were identified. Tables below show the most relevant needs.
The main need identified across this study was that it is very complicated to try garments on to
children regardless the age.
Table 16. Needs in physical store
Children
interaction
• As concerns to babies, they cannot try garments on so parents
are forced to buy without trying them on to their babies.
• In the case of children older than 3 years, many times children do
not want to try it on or they do not accompany parents.
Size
information
• Size does not correspond to the age of children
• Each brand has its own specific sizing method
Table 17. Needs on online store
Fitting • Size age do not correspond to the age of children
• Each brand has its own specific sizing method
Returns and
exchanges
• Cost of time
• Cost of money
For these reasons, parents consider that a tool as Kidsize is strongly useful because it will
facilitate clothing purchase for both physical and online purchases.
On the one side, it will reduce returns or changes, which will involve a reduction of the time
spent in the purchasing process. On the other side, it will facilitate online purchases and it will
reduce prices. Thanks to a tool as Kidsize, parents will see an accurate fitting of the garment
before buying it.
11%
21%
30%
38%
For babies
11%
30%
43%
16%
For children
Other
Fashion trends
Automatic updated regarding to growth rates
Information about growth rates
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• The main aspects that must characterize the Kidsize tool have been identified. In general, to
result USEFUL, Kidsize should provide key information about fitting in a visual way. Table 18
presents the main requisites of the tool:
Table 18. Main requirements of the Kidsize tool
Utility • Online and physical store
Support and
registration
• Mobile App + Web (the same functions for both)
• Familiar registration required
Input of baby
measurements
• Three measurements
• Monthly update
Taking and inserting
child pictures
• The necessary pictures (3-4 shots is ok)
• Tank top and underwear for taking pictures
• Parents take pictures with Smartphone, for physical and
online store
• Parents always want to manage the pictures
• Update every three months
• Scale object to take photos
Visualization of the
fitting
• Standard dummy for babies
• Avatar with the face of the children for children older
than three years
• Fitting information of three main Measurements
depending of the type of garment (lower, upper or whole
body)
• Information about fitting
• Sign with visual icons problematic areas (example:
arrows)
• To see one bigger and one smaller size
• 360º visualization of the avatar/ dummy
Other
functionalities
• Information about Growth rates
• Optional automatic update regarding to Growth rates
• Other information not related with fitting is not
interesting for parents. They want the tool to provide
clear information just about fitting
Privacy
• Photos should be eliminated when the 3D model is
created
• No personal data as addresses or telephones should be
introduced in the tool
• Clear and visible privacy policy
• Parents manage the photos
Kidsize should provide fitting information of three measurements for each type of garment;
depending on the type of garment, these are:
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Table 19. Measurements to evaluate the fitting in Kidsize of lower garments for babies
LOWERS BABIES HEIGHT WAIST GIRTH INNER LEG/ BODY RISE
Pants X X X
Skirts X X X
Leggins X X X
Table 20. Measurements to evaluate the fitting in Kidsize of lower garments for children
LOWERS CHILDREN HEIGHT WAIST GIRTH HIP GIRTH INNER LEG/ BODY RISE
Pants X X X X
Skirts X X X X
Leggins X X X
Table 21. Measurements to evaluate the fitting in Kidsize of upper garments for babies
UPPER GARMENTS BABIES HEIGHT CHEST GIRTH UPPER ARM SLEEVE LENGTH HEAD GIRTH NECK GIRTH
Shirts/ T-shirts/ Jackets X X X X
Dress X X X X
Coats X X X X
Overall X X X
Table 22. Measurements to evaluate the fitting in Kidsize of upper garments for children
UPPER GARMENTS CHILDREN HEIGHT WAIST GIRTH CHEST GIRTH INNER LEG UPPER ARM SLEEVE LENGTH NECK GIRTH
Shirts/ T-shirts/ Jackets X X X
Dress X X X
Coats X X X
Overall X X X
Table 23. Measurements to evaluate the fitting in Kidsize for babies
FULL BODY BABIES HEIGHT WAIST GIRTH BODY LENGTH FOOT LENGTH
Bodysuits X X X
Rompers X X X
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3.3. Study with retailers
3.3.1. Qualitative analysis: interviews
The results of the retailers’ interviews are structured in four main blocks:
• Physical store shopping process (for babies and for children)
• Retailers expectancy on the use of new support tools for the purchase process
• Barriers of Kidsize use at physical stores
• Requirements for the Kidsize tool
The information collected through interviews has been used to design a questionnaire and
validate it exhaustively.
On section 3.3.2. Quantitative analysis: online surveys, design requirements and functionalities
that retailers discussed during the interviews are presented. These results were validated in an
online survey with a quantitative sample.
3.3.1.1. Physical store shopping process
On this section, different aspects that characterize physical purchase for babies and children
clothes are described.
Table 24 presents key aspects of the process:
Table 24. Characterization of purchase process in physical store
Type of
purchase
• Two common situations:
o Self-purchase:
� Just to look. In this case, the customer does not buy
� The customer knows the brand and he/she likes going on his own
o Addressed purchase (most know the brand)
Protocol • Customers first come and look at the offer of the store without buying
• They make the purchase when they return with children
Shopper
• Mothers on weekdays
• Mothers with their babies and children during the weekend or during
weekdays in the afternoon to try clothes on
• Grandmothers and uncles for gifts, for example
Customers who know the brand usually buy without trying clothes on to their
children. When customers don´t know the brand they try to try garments on to
their children or bring garments from home to compare
Number of
visits
• Monthly
• 2 or 3 times per month
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Sizing
selection
method
• Key measure is HEIGHT
• In multibrand stores customers need retailer assistance
• Some retailers use mannequins as reference
• Differences in size selection regarding different criteria:
- Age range:
o Babies:
� Parents cannot try garments on to their babies
� Size information: centimetres
� Parents compare with other garments they bring from home
� Just looking
� Retailers´ assistance
o Children older than 3 years:
� Parents try clothes on to their children
� Size information: centimeters
� Parents do not guide by size per years (sometimes size per
years is not related to children years)
� Parents compare with other garments they bring from home
� Just see if they know the brand and returns are allowed
- Fabric type:
o Elastic fabric (cotton, wool, etc.):
� Parents try garments on if possible
� Just look; if elastic fabric is easy to guess the size
o Rigid fabric:
� Parents try it on to assure children´s comfort
o Formal clothes:
� Parents always try it on to their children. Parents demand
more for garments for events and celebrations
- Type of garment:
o Button pants: they normally are rigid and parents prefer to try it
on to their children.
� Parent prefer pants with elastic elements
� The main Measurements are the leg length and waist girth
o Jackets/ Sweaters/ Upper garments:
� The main Measurements are the sleeve length, chest girth
and global length of the garment
o Some retailers use mannequins’ sample as reference for parents
when they come without children
Try clothes on
• Children do not like try clothes on
• Boys like less than girls
• 2 sizes per garment, their size and one size larger
• 4-5 garments every visit to the shop
Purchase
decision
• Too much doubts when purchasing formal pants with/without buttons
• With other types of garments they don´t have as many doubts as with pants
Information
about sizes
• If the size is big or small
• Shopping trends about buying clothes more or less tight or loose fitting
• Type of fabric
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Fashion trends
• Actual trend: a little loose fitting for lasting all season
• T-shirts and pants: more tight than coats, dresses or other garments
• Warm clothing: loose fitting, for lasting 2 seasons
• Clothes for events and celebrations: tight size
Changes and
returns
• Changes and returns are mostly related with fitting problems
• Most changed or returned type of garment: pants
• Most changed or returned type of fabric: rigid fabric
• Most frequent reason: parents want a bigger size.
• Other reason is when it is a gift
We have identified the main Measurements that retailers take into account when selecting the
correct size for helping parents. These Measurements were validated at the questionnaire to
identify which ones should be included in the tool.
In general, height is the main measure that retailers take into account for any garment regardless
the age of the children.
Table 25. Main Measurements for retailers
Lower garments
- Height
- Waist girth
- Hip girth
- Thigh girth
- Inner leg length/ Body rise
Upper garments
- Height
- Waist girth
- Chest girth
- Upper arm girth
- Sleeves length
- Shoulder length
- Neck girth
For bodies and rompers
- Height
- Weight
- Chest girth
- Waist girth
- Inner leg length/ Body rise
- Sleeves length
- Shoulder length
- Foot instep width
- Foot length
3.3.1.2. Retailers expectancy on the use of new support tools for the purchase process
At first, retailers see the Kidsize tool more useful for an online store than a physical store but
they notice that it is also useful for physical stores.
For a physical store, retailers consider that a support tool to help them on sizing
recommendations would be very useful in certain situations:
Kidsize project FP7-SME-2013 GA no. 606091
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- When parents come without children
- For babies that cannot try garments on
- For children who don´t want to try clothes on
They were asked about how a tool would help them in their work, and they stated that the
perfect tool should make unnecessary trying the clothes on.
3.3.1.3. Barriers of Kidsize use at physical stores
Table 26 shows the limitations of use for physical stores:
Table 26. Barriers of use at physical stores
Space • Little space
• Retailers need to move constantly to attend (portable tool)
Average of time to spend
• Short time to use it
• Depending on schedule and day:
o Weekday in the morning:
� 15 minutes per child
o Weekend in the afternoon:
� 6-7 minutes per child
Personal Attention • They highlight that customers seek a personal treatment
and retailer’s advice.
Knowledge about TICS • Medium/Low level
Other Knowledge • Parents don´t know how to take Measurements
Privacy • Kidsize should assure privacy to customers
• Retailers don´t want to manage risky situations of privacy
3.3.1.4. Requirements for the Kidsize tool
Retailers were asked about which aspects and requirements should characterize the tool for it to
be useful and usable. They provided information on the next areas:
- Introduction of baby Measurements
- Taking and inserting child pictures
- Visualization of the fitting
- Kidsize management by the seller
All this information has been validated on an online survey, and the results can be observed on
the next section.
3.3.2. Quantitative analysis: online surveys
The results of the retailers’ survey are structured in three main blocks:
• Physical store shopping process (for babies and for children)
• Utility of the Kidsize system
• Requirements of the Kidsize system:
o Introduction of baby Measurements
o Taking and inserting child pictures
o Visualization of the fitting
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o Kidsize management by the seller
3.3.2.1. Physical store shopping process
As can be seen on Figure 39 around 80% of retailers of baby clothes state that parents buy
clothes without their babies. Instead, regarding child clothes, there is not a clear tendency.
For baby clothes: For child clothes:
Figure 39. Buying with or without children
As can be seen on Figure 40, the most requested information by parents is information related to
size and fitting (for both baby and child clothes). The following information more requested is the
models of the garment.
For baby clothes:
79%
21%
When you advise on the sale of
baby clothes, are the customers
usually accompanied with their
babies?
No
Yes 42%
58%
When you advise on the sale of
children's clothes, are the
customers usually accompanied
with children?
No
Yes
0
21
25
29
50
58
92
0 10 20 30 40 50 60 70 80 90 100
Information on Fashion Trends
Advices for washing up
Information about promotions and offers
Recommendations for complemented clothes
Information about composition and fabric of the garment
Information about available models of the garment
Size and fitting information
%
Which information is requested by customers when they are buying baby
clothes?
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For child clothes:
Figure 40. Information requested by customers
In general, for both babies and children, most of the retailers are guided by the size-age in order
to recommend the right size (Figure 41). Recommendations for baby clothes are carried out by
looking at the baby and guiding by the measurements, and recommendations for child clothes are
carried out by guiding by the measurements first and looking at the child later.
For baby clothes:
5
16
26
42
53
63
84
0 10 20 30 40 50 60 70 80 90 100
Information on Fashion Trends
Advices for washing up
Information about promotions and offers
Recommendations for complemented clothes
Information about composition and fabric of the
garment
Information about available models of the garment
Size and fitting information
%
Which information is requested by customers when they are buying children
clothes?
0
0
0
13
13
58
63
75
0 10 20 30 40 50 60 70 80 90 100
They have to try it on
I am guided by clothes that parents bring from home and I
compare
I show mannequins and the parents can indicate me if the baby is
similar in height and body contouring.
They try it on above their clothes to see
I take a look, when the garment incorporates some element of
adjustment as elastic waistband, etc...
I am guided by the information in centimetres (example. height)
I take a look and when I see the baby I know the size
I am guided by the size-age
%
When customers choose a garment for babies, how do you recommend the
right size?
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For child clothes:
Figure 41. Recommendations of retailers about the right size
Figure 42 shows the garments with more questions to retailers regarding the right size. For both
baby and child clothes, parents ask retailers especially regarding the right size of coats. For
babies, the following garments are rompers and formal pants. For children, formal and daily
pants.
For baby clothes:
0
0
5
16
26
37
53
79
0 10 20 30 40 50 60 70 80 90 100
I am guided by clothes that parents bring from home and I
compare
I show mannequins and the parents can indicate me if the
children are similar in height and body contouring.
I take a look, when the garment incorporates some element of
adjustment as elastic waistband, etc...
They try it on to see above
They have to try it on
I take a look and when I see the children I know the size
I am guided by the information in centimetres (example. height)
I am guided by the size-age
%
When customers choose a garment for children how do you recommend the
right size?
8
8
13
17
21
29
29
29
33
33
54
0 10 20 30 40 50 60 70 80 90 100
Skirts
Overall
Shirt/ T-shirt/ Jacket
Body suits
Leggins
Daily pants (sweat pants, jeans, etc.)
Dresses
Clothes for events and celebrations
Formal pants
Rompers
Coat
%
In which kind of garment have customers more questions when choosing the
right size for baby´s clothes?
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For child clothes:
Figure 42. Garments with more questions to retailers regarding the right size
The next tables show, for each kind of garment, the Measurements that retailers have in mind
when they recommend the right size to parents. In the case of lower garments, the measurement
that retailers have most in mind is the height, for both babies and children (especially in pants
and leggings).
Table 27. Measurements for lower garments of babies (percentage of retailers)
Height Weight Waist
girth
Hip
girth
Thigh
girth
Inner leg
length
Foot girth
(arch area)
Foot
length N/A
Skirt 54 17 33 4 0 0 0 0 25
Pants 75 29 25 4 0 8 0 0 17
Leggings 75 21 4 8 8 4 0 17 13
Table 28. Measurements for lower garments of children (percentage of retailers)
Height Weight Waist
girth
Hip
girth
Thigh
girth
Inner leg
length
Foot girth
(arch area)
Foot
length N/A
Skirt 84 37 21 5 0 0 0 0 11
Pants 89 47 16 11 0 5 0 0 11
Leggings 84 32 0 0 5 5 0 26 11
In the case of upper garments, the measurement that retailers have most in mind is the height
too, in both babies and children.
5
5
5
11
11
11
26
42
47
58
63
0 10 20 30 40 50 60 70 80 90 100
Body suits
Overall
Rompers
Skirts
Leggins
Shirt/ T-shirt/ Jacket
Clothes for events and celebrations
Dresses
Daily pants (sweat pants, jeans, etc.)
Formal pants
Coat
%
In which kind of garment have customers more questions when choosing the
right size for children´s clothes?
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Table 29. Measurements for upper garments of babies (percentage of retailers)
Height Weight Chest
length
Chest
girth
Waist
girth
Upper-
arm
girth
Sleeve
length
Shoulder
length
Head
girth
Neck
girth N/A
Shirt/T-shirt/Jacket 71 25 4 13 0 0 25 13 8 0 17
Dress 83 33 4 13 0 0 8 8 0 0 17
Coat 79 29 4 17 0 0 8 8 0 0 17
Overall 79 25 13 4 8 0 0 0 0 0 17
Table 30. Measurements for upper garments of children (percentage of retailers)
Height Weight Chest
length
Chest
girth
Waist
girth
Upper-
arm girth
Sleeve
length
Shoulder
length
Head
girth
Neck
girth N/A
Shirt/T-Shirt/Jacket 79 37 11 16 0 0 11 21 0 0 11
Dress 89 53 0 16 0 0 5 5 0 0 11
Coat 89 26 5 11 0 0 16 16 0 0 11
Overall 89 26 0 0 11 0 0 0 0 0 11
Retailers were asked for the measurements to recommend full bodysuits and rompers for babies.
The measurement that retailers have most in mind is the height as well.
Table 31. Measurements for bodysuit and rompers of babies (percentage of retailers)
Height Weight Chest
girth
Waist
girth
Waist
length
Foot girth
(arch area)
Foot
length N/A
Full Bodysuit 79 21 4 4 8 0 4 17
Romper 88 29 0 0 13 0 8 13
Regarding the clothes’ fitting (Figure 43), retailers state that parents of babies prefer somewhat
loose-fitting garments, for them to last a season and parents of children prefer very loose-fitting
garments, for them to last more than one season.
For baby clothes: For child clothes:
Figure 43. Preferences of garment fitting
0% 4%
25%
67%
4%
How do the parents prefer the
garment fit at the time of purchase?
Very tight, they like to be in
fashion
Tight
Not tight or loose-fitting
A little loose-fitting, for lasting
a season
Very loose-fitting, by this way
it can last more than a season
5%
16%
11%
5%
63%
How do the parents prefer the
garment fit at the time of purchase?
Very tight, they like to be in
fashion
Tight
Not tight or loose-fitting
A little loose-fitting, for lasting
a season
Very loose-fitting, by this way it
can last more than a season
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Regarding the number of sizes tested (Figure 44), there are big differences between babies and
children. Babies do not try clothes on, instead, children try on 1 or 2 sizes of the same garment.
For baby clothes: For child clothes:
Figure 44. Number of sizes tested by babies and children
3.3.2.2. Utility of the Kidsize system
As can be seen on Figure 45, in general, for both babies and children, retailers consider that the
Kidsize tool is more useful for selling online (around 95%) than for selling in the store (around
60%).
Kidsize for selling in the store
For baby clothes: For child clothes:
0%
0%
0% 0%
10%
32%58%
How many sizes of the same
garment are usually tried on
babies?
More than 6
Between 5 and 6
Between 4 and 5
Between 3 and 4
Between 2 and 3
1 or 2
They do not try clothes
on
0% 5%
11%6%
6%
61%
11%
How many sizes of the same
garment are usually tried on
children?
More than 6
Between 5 and 6
Between 4 and 5
Between 3 and 4
Between 2 and 3
1 or 2
They do not try clothes
on
42%
58%
Do you consider useful the KIDSIZE
tool for selling childrenswear in
your store?
No
Yes 42%
58%
Do you consider useful the KIDSIZE
tool for selling childrenswear in
your store?
No
Yes
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Kidsize for selling online
For baby clothes: For child clothes:
Figure 45. Utility of the Kidsize
Around 55% of the retailers consider that Kidsize tool could be more useful when relatives or
friends of the children go to the store to buy a gift. The next case in which Kidsize could be useful
is for parents that go to the store without the children.
In addition, retailers consider the tool more useful for babies than for children between 3 and 12
years old (Figure 46).
For baby clothes:
4%
96%
Do you consider useful the KIDSIZE
tool for selling childrenswear
online?
No
Yes
5%
95%
Do you consider useful the KIDSIZE
tool for selling childrenswear
online?
No
Yes
4
38
38
50
54
0 10 20 30 40 50 60 70 80 90 100
For children between 3 and 12 years
For babies
For boys, boys do not like try clothes on
When parents come without children
When family or friends come because they…
%
Please indicate in which cases a tool like this would be more useful
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For child clothes:
Figure 46. Cases where Kidsize tool could be more useful
3.3.2.3. Requirements for the Kidsize system
Introduction of baby Measurements
On this section, preferences regarding the introduction of baby Measurements in the Kidsize tool
are shown. These preferences are from retailers who work in stores that sell baby clothes (24
retailers).
Most of the retailers consider that the seller is the person who should take and introduce the
baby Measurements (with or without support of the customer). They consider that the seller is
the person who knows how to take the Measurements correctly.
Figure 47. Person who should take and introduce the baby Measurements
Retailers who consider that the baby Measurements have to be introduced in the store say that
the space is not a problem (around 50%), and this space could be a small area in the store (next
to wall, corner…).
On the other hand, most of the retailers consider that the baby Measurements have to be
updated every time parents go to the store (around 40%). Nobody considers that the
Measurements have to be updated every 15 days.
5
42
47
53
58
0 10 20 30 40 50 60 70 80 90 100
For children between 3 and 12 years
For boys, boys do not like try clothes on
For babies
When parents come without children
When family or friends come because they want
to make a gift
%
Please indicate in which cases a tool like this would be more useful
25%
4%
29%
42%
Who do you think should take and introduce
Measurements?
The customer before come to the store
The customer in the store
The seller who knows how to take them
The seller with customer support
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 48. Preferences regarding the space in the store for introducing Measurements and the time to be updated.
Taking and inserting child pictures
In this section, preferences regarding the shot of child pictures are shown. These preferences are
from retailers who work in stores that sell child clothes (19 retailers).
Around 40% of the retailers consider that parents should take the pictures of their child and
introduce them in Kidsize tool before going to the store (Figure 49).
Figure 49. Person who should take and introduce the baby Measurements
However, there are retailers who prefer that the pictures are taken in the store. Therefore, the
next figure shows the preferences of these retailers.
As can be seen on Figure 50, retailers prefer that the pictures are taken with a camera of the
store (42%). For retailers, the space for taking pictures is not a problem, it could be about the
size of a fitting room.
Most of the retailers could not have tight fitting clothes for taking pictures.
Retailers consider that the pictures should be updated every time the parents ask for it or every
6 months.
50%
22%
28%
0%
How much space would you have
in the store to take the
Measurements?
The space is not a
problem
The space about the size
of a fitting room
A small area in the store
(next to wall, corner…)
I do not have any space
22%
39%
22%
11%6% 0%
How often do you consider reasonable
for the Measurements to be updated?
Every time parents ask for it
Every time parents come to the
storeEvery 6 months
Every 3 months
Every month
Every 15 days
32%
26%
37%
5%
Who do you think should take and insert the
pictures?
The seller with the presence of
parentsThe seller with the permission of
parentsThe customer before come to
the storeThe customer in the store
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 50. Preferences regarding the space in the store for introducing Measurements and the time to be updated.
Visualization of the fitting
Around 60% of retailers consider that customers should visualize the fitting of the garment with
the advice of the seller (Figure 51).
For baby clothes: For child clothes:
Figure 51. Person who should visualize the fitting of the garment
Around 50% of retailers consider that, in addition to the best fitted size for children, the
visualization of fitting should provide one size bigger and one size smaller of the garment.
33%
42%
8%
17%
How do you prefer to take the
photos in the store?
With a Tablet computer
of the store
With a camera of the
store
With the customer's
mobile
With the webcam of the
store
50%
33%
17%
0%
How much space in the store could
you have for taking photos?
The space is not a
problem
The space about the size
of a fitting room
A small area in the store
(next to wall, corner…)
I do not have any space
67%
33%
Could you have tight fitting
clothes or jumpsuits to take
the children´s pictures?
No
Yes
34%
8%0%
33%
17%
8%
How often do you consider reasonable
for the photos to be updated?
Every time parents ask for it
Every time parents come to the store
Once a year
Every 6 months
Every 3 months
Every month
58%25%
17%
Who do you think should visualize
the fitting of the garment in the
KIDSIZE tool?
The customer with the
advice of the seller
The seller
The customer 63%21%
16%
Who do you think should visualize
the fitting of the garment in the
KIDSIZE tool?
The customer with the
advice of the seller
The seller
The customer
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For baby clothes: For child clothes:
Figure 52. Information about fitting
Regarding other display functions, retailers consider more interesting that the system were able
to fit one complemented garment by default (Figure 53). The other preferred option is to see a
view of 360%.
For baby clothes:
15%
50%
35%
What fitting information would be
useful to provide, to determine
whether the size is adequate?
Possibility of seeing fit of
one more size
To see more size and one
size smaller
Possibility of seeing fit of
one less size
19%
50%
31%
What fitting information would be
useful to provide, to determine
whether the size is adequate?
Possibility of seeing fit
of one more size
To see more size and
one size smaller
Possibility of seeing fit
of one less size
8
21
25
42
50
0 10 20 30 40 50 60 70 80 90 100
Visualize various postures of the model
The avatar could signalled areas that do not fit well
You can try several garment on at once
360 º of viewing
When only one garment is selected, the system could
be able to fit one complemented garment by default
%
What other display functions would be useful for the KIDSIZE to offer to the
customer?
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For child clothes:
Figure 53. Other display functions
Most of the retailers consider that the best tool for displaying the fitting in the store is a tablet
(Figure 54).
For baby clothes: For child clothes:
Figure 54. Support to display the fitting of the garment
KSDIZE management by the seller
Most of the retailers would insert their stock in Kidsize tool, but if they do not have to spend a
long time.
5
21
32
42
53
0 10 20 30 40 50 60 70 80 90 100
Visualize various postures of the model
The avatar could signalled areas that do not fit well
You can try several garment on at once
360 º of viewing
When only one garment is selected, the system could
be able to fit one complemented garment by default
%
What other display functions would be useful for the KIDSIZE to offer to the
customer?
67%8%
25%
0%
What support of the KIDSIZE would be
more comfortable to display the fitting
of the garment in store?
Tablet computer
Touchscreen
Computer
Smartphone74%
10%
16%
0%
What support of the KIDSIZE would
be more comfortable to display the
fitting of the garment in store?
Tablet computer
Touchscreen
Computer
Smartphone
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For baby clothes: For child clothes:
Figure 55. Inserting the stock of the store
Retailers would use Kidsize tool, but only for seeing the fitting (Figure 56).
For baby clothes: For child clothes:
Figure 56. Use by the seller
Regarding the time that sellers would spend using Kidsize tool, they would not spend more than 5
minutes.
4%
64%5%
27%
Would you be willing to insert your
stock in the KIDSIZE tool for its use?
Yes, without any problem
Yes, if I don not have to
spend a long time
Yes, if only I can access it
No, in any case
5%
72%
6%17%
Would you be willing to insert your
stock in the KIDSIZE tool for its use?
Yes, without any
problem
Yes, if I don not have to
spend a long time
Yes, if only I can access
it
No, in any case
17%
71%
12%
Would you work with it if it was
available?
No, I would not use it
sincerily
Yes, but only for seeing
the fitting
Yes, for all the process
16%
74%
10%
Would you work with it if it was
available?
No, I would not use it
sincerily
Yes, but only for
seeing the fitting
Yes, for all the process
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For baby clothes: For child clothes:
Figure 57. Time preferred by the seller
3.3.3. Conclusions of the study with retailers
To conclude, in this section, the main needs, requirements and barriers of use for retailers are
presented. These factors should be considered to design the tool and define specifications to be
useful and usable for retailers.
• The barriers of Kidsize use in physical store have been identified. The tables below describe
the main barriers for physical store:
Table 32. Barriers of use at physical store for retailers
Space • Little space
• Retailers need to move constantly to attend (portable tool)
Average of time to
spend • Short time to spend using it (depending on schedule and day)
Personal Attention • Local customer looks for personal assistance
Knowledge about TICS • Medium/Low level
Other Knowledge • Parents don´t know how to take Measurements
Privacy • Kidsize should assure privacy to customers
• Retailers don´t want to manage risky situations of privacy
• The physical store shopping process has been analyzed from the retailers’ point of view. The
following table shows the main characteristics of this process:
15%
30%35%
5%
10%5% 0%
How long would you spend with the
KIDSIZE tool?
I could not waste time, I
have too many customersBetween 2 and 3 minutes
Between 4 and 5 minutes
Between 6 and 7 minutes
10 minutes
15 minutes
Up tp 20 minutes
12%
19%
44%
6%
13%
6% 0%
How long would you spend with the
KIDSIZE tool?
I could not waste time, I
have too many customersBetween 2 and 3 minutes
Between 4 and 5 minutes
Between 6 and 7 minutes
10 minutes
15 minutes
Up tp 20 minutes
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Table 33. Main characteristics of the physical store shopping process from retailers’ point of view
Protocol
• Parents buy clothes without their babies
• Parents of children older than 3 years first come and look at the offer
of the store without buying, and they make the purchase when they
return with children
Size selection
method
• Most of the retailers are guided by the size-age in order to
recommend the right size
• The main measure that retailers have in mind when they recommend
the right size to parents is the height
Try clothes on
• Babies do not try clothes on
• Children don´t like to try clothes on
• Children try on 1 or 2 sizes of the same garment
Information
requested by
parents
• The most requested information by parents is information related to
size and fitting
Trends • Parents prefer loose-fitting garments
Changes and
returns
• Changes and returns are mostly related with fitting problems
• Most changed or returned type of garment: pants
• Most frequent reason: parents want a bigger size.
• Finally, the needs, expectations and barriers for the integration of the Kidsize tool in physical
store have been identified. The next table presents the main requirements of the Kidsize tool
from the retailers’ point of view.
Table 34. Main requirements of the Kidsize tool from retailers
Utility
• Retailers consider that Kidsize tool is more useful for selling
online
• For physical store the most useful situations are:
o When relatives or friends of the children go to the store
o When parents go to the store without children
Introduction of
baby
Measurements
• Seller is the person who should take and introduce the baby
Measurements
• The space could be a small area in the store
• The baby Measurements should be updated every time parents
go to the store
Taking and
inserting child
pictures
• Parents should take the pictures of their child and introduce
them in the Kidsize tool before going to the store
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Fitting
visualization
• Customers with the advice of the seller should visualize the
fitting of the garment
• In addition to the best fitted size for children the visualization of
fitting should provide one size bigger and one size smaller of the
garment
• The system should be able to fit one complemented garment by
default.
• It should be possible to see a view of 360%.
• The best tool for displaying the fitting in the store is a tablet
Kidsize
management
by the seller
• Retailers would insert their stock in Kidsize tool if they do not
have to spend a long time
• Retailers would use Kidsize tool, but only for seeing the fitting
• Retailers would not spend more than 5 minutes using Kidsize
tool in the store.
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T1.2 characterization of childrenswear e-commerce
1. Introduction
The objective of this task is to understand the childrenswear e-commerce in order to facilitate
the integration of the new tools to be developed in the project.
2. Methodology
2.1. Data about usage patterns in existing European e-commerce platforms
A review of data about usage patterns in existing European e-commerce platforms has been
performed by OZONGO.
After analyzing the current usage patterns, the integration model between Kidsize tool and an e-
commerce platform has been developed by OZONGO.
2.2. Survey to e-commerce managers
IBV carried out an online survey to 15 e-commerce managers working in childrenswear
companies of the three target countries (Spain, France and Finland), who commercialize their
garments on their own online shops. The sample of e-commerce managers was provided by
ASEPRI in Spain, by NovaCHILD in France, by Finatex in Finland and by CFE in all countries. The
survey in France was carried out by NovaCHILD. The objectives of this survey were:
• To analyze the e-commerce penetration in childrenswear sector
• To understand the management process of e-commerce sites
• To identify the needs, expectations and barriers for the integration of the KIDZISE tool
in e-commerce
The questionnaire used in the survey was designed by IBV with the help of OZONGO and Figure 58
shows the descriptive parameters of the sample of the companies surveyed:
7%
14%
79%
Select your country
Spain
Finland
France
47%
40%
13%
Specify the size of your company
Less than 50
employees
Between 50 and 250
employees
More than 250
employees
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 58. Characteristics of sample of the participant companies
In general, most of the surveyed companies are from France, the childrenswear companies where
they work have less than 250 employees, and their market is Northern and Central Europe.
Figure 59 shows the online sales data of the companies surveyed.
Figure 59. Online sales data of the companies surveyed
Regarding the online monthly turnover of the companies, there is variety. There are companies
with a turnover of less than 1,500 € and there are companies with a turnover of more than
10,000€.
Regarding the percentage of online sales in baby garments compared to online sales of children
garments, most of the surveyed companies sell more children garments than baby garments
(between 0 and 3 years old).
0
0
0
7
20
20
67
0 10 20 30 40 50 60 70 80 90 100
South America
Oceania
Africa
North America
South Europe (Mediterranean and South countries)
Asia
Northern and Central Europe
%
What is the market for your products?
23%
15%
8%
0%
31%
23%
What is your online monthly
turnover?
Less than 1.500€
1.500€ to 4.000€
4.000€ to 7.000€
7.000€ to 10.000€
10.000€ to 15.000€
More than 15.000€
31%
46%
15%
8%
What percentage of your online
sales is baby garments compared to
online sales of children garments?
Less than 10%
Between 10% and 30%
Between 30% and 50%
More than 50%
Kidsize project FP7-SME-2013 GA no. 606091
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3. Results
3.1. Data about usage patterns in existing European e-commerce platforms
The results are structured in three main blocks:
• E-commerce in Europe
• Market shares of e-commerce software platforms
• Model integration description
3.1.1. E-commerce in Europe
In Europe, during 2013, the advance of the Internet was 7.8%, as the penetration was previously
high. As a proof of this, 90% of European companies have access to the Internet, according to data
collected in the report The Networked Society 2013, the National Observatory for
Telecommunications and the Information Society (OMSI), belonging to ared.es. Leading the
ranking are Netherlands and Finland where the percentage rises up to 99%.
Regarding e-Business, it is reaching an excellent moment in the European Union; according to e-
Business Watch, companies are aware of cost savings involved in the use of ICT, and
improvements in efficiency and productivity have been key to the growth of investment in this
sector. In addition, they also have become more creative in their use, creating new forms of
customer service.
Electronic commerce intended for consumers is also increasing, mainly due to the improvement
of the websites of the companies, which have a high download speed and provide an
environment that what you are looking for is easy to find. The figure in 2013 of B2C in Europe,
according to Forrester Research, exceeded 100,000 million, and it is expected to reach 363,000 by
2014, which would mean an increase of 157.8% over the whole period.
However, there are big differences between countries, according to the Eurostat, like high rates of
UK (44%), the Netherlands and Denmark (43%), while there are countries like Romania, Bulgaria
and Lithuania that do not exceed 4%, so the average rate for EU-27 stays at 23%.
There is also an increase in trade over the Internet in the business environment. In B2B (data from
Eurostat) Ireland is in the lead, with 54% of the companies that have purchased through the
Internet, followed by Germany (52%) and the UK (49%). Spain is located at position number 15,
since only 16% of companies have made purchases online.
BUSINESS TO BUSINESS
Electronic markets and provider directories, known as platforms Business to Business (B2B), which
emerged with the aim to facilitate the creation of new trading relationships between companies
or support relationships, involve the adoption of transactional mechanisms in which the presence
of new technologies is not limited to performing a mere supporting role, but largely determine
how to develop business relationships. There is still little use of these markets by European
companies, with only 6%. Countries that stand out in this area are the most active in the B2B in
general, these are the Nordic countries, the UK and Germany (8%), while the position of Spain is
at the height of France or Ireland with 4%.
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3.1.2. Market shares of e-commerce software platforms
The most representative platforms are represented on Figure 60:
Magento is the leader with a 26.2% share and Zen Cart is the second most widespread with 13%.
These are followed by VirtueMart, Prestashop and OsCommerce with a 12.1% , 10.8% and 7.7%
share. The other platforms have a fee not exceeding 4.6%.
Figure 60. Online sales data of the surveyed companies
This time, 1,623 of those sites were e-commerce websites. This top would expect to find a greater
distribution of shares to enterprise-class solutions. The results, quite interesting, reveal an
increased presence of IBM Websphere and ATG, but Magento is still the leader with almost a
quarter of the quota.
As for trends, Magento, Opencart and Prestashop have been growing strongly for some years,
while ZenCart and Oscommerce deflating, the latter very accused.
EMPHASIS OF POSITIVE ASPECTS OF THE PRINCIPAL PLATFORMS
Magento is built on the Zend Framework, to ensure that the base code is secure and scalable. The
reasons for choosing Zend Framework are many, but at a basic level, the Zend Framework
provides a library of object-oriented code, with a commitment to a solid company behind it.
Using this framework, Magento was built with three basic principles in mind:
• Flexibility: every solution should be as unique as the businesses that are behind it. The
code allows seamless Magento customization.
• Upgradeability: separating the kernel code, the community and customizations, Magento
can be customized easily without losing the ability to upgrade.
• Speed and Security: coding standards used by developers, follow best practices to
maximize the efficiency of the software and provide a secure online showcase.
Kidsize project FP7-SME-2013 GA no. 606091
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ZenCart is a system for creating virtual stores; it is Open Source and is programmed in PHP using a
MySQL database. It is very easy, both for installation and use, having a control panel ready to
upload products. This is achieved in a short time to get an online catalog ready to sell. Another
advantage is that it has a large number of users who contribute with their enhancements and
modules, as other open source projects. Thanks to this module, for most payment gateways
translations for the system, templates, and many more improvements can be found.
The main advantages of Virtuemart are its simplicity and that it leverages all flexibility of Joomla.
It has more than 3.000 Joomla extensions offering all imaginable functionality. If a business model
and attracting traffic were based on the creation of content or the generation of community, then
perhaps Joomla+Virtuemart, together with some extensions of Joomla (Jomsocial, Mosets Tree)
would be the preferred option.
In summary, it can be said that Virtuemart flexible content management system like Joomla
allows creating a catalog or online store. Best of all is the ease of updating both the content of a
website and online store.
Prestashop is mounted on PHP, the database used is MySQL and also feeds on Smarty templates
(thanks to which the system is lighter). The basic features needed to mount Prestashop are:
Server Linux, Unix, or Windows, Apache Web server, PHP 5.0 or higher, MySQL 5.0 or higher.
The main advantages of Prestashop are:
• Easy installation
• A large and stable community with a great amount of free modules
• Intuitive management and ease of use
• Many free and paid templates
• A very simple set to introduce new languages and translations from the control panel
One advantage of Oscommerce is that its hosting requirements are very low. For installation, it is
practically just needed that the web server has available PHP, APACHE and MYSQL to function.
However, OsCommerce takes much longer on the market than other platforms, so it has a more
archaic structure, but it has lately made important update versions, and it also has a great
community that provides disinterested assistance.
3.1.3. Model integration description
For the integration of the Kidsize tool in the e-commerce environment, OZONGO proposes an
open solution to be recognized and accepted by the entire ICT community standards.
With this version, we get the system maintenance, we are closed, but have the potential for a
large sector that can meet the communication protocols between Kidsize tool and e-commerce
environment, making any adjustment for possible improvement. It would also guarantee the
same scalability.
The integration in the software and the standards used for adaptation are described next.
INTEGRATION IN SOFTWARE
Much of the activity will standardize and integrate into a system. It should be noted that in most
of the cases, the system requires certain adjustments to comply with the process and, thus, will
adapt to the required process.
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We need to implement a communication bridge between Kidsize system and e-commerce
platform. Unnecessary functionality and new components need to be removed to increase
communication on this bridge, in order to have the result we want.
WEB SERVICE
In the Kidsize Project, the web service of the e-commerce will have a set of protocols and
standards used for exchanging data between applications. Different software applications
developed in different programming languages and executed on any platform can use web
services to exchange data on computer networks like the Internet. Interoperability is achieved by
adopting open standards.
The standards to be implemented are:
• Web Services Protocol Stack: the set of services and protocols for Web services.
• XML (Extensible Markup Language ): the standard format for the data to be exchanged.
• SOAP (Simple Object Access Protocol) or XML -RPC (XML Remote Procedure Call):
protocols on which the exchange is established.
• Other protocols: XML data can be sent from one application to another using standard
protocols like HTTP (Hypertext Transfer Protocol), FTP (File Transfer Protocol) or SMTP
(Simple Mail Transfer Protocol).
• WSDL (Web Services Description Languages): the language of the public interface for Web
services. It is an XML -based description of functional requirements necessary for
communication with Web services.
• UDDI (Universal Description, Discovery and Integration): protocol for publishing the
information of Web services to check which web services are available.
• WS -Security (Web Service Security): security protocol accepted as a standard by OASIS
(Organization for the Advancement of Structured Information Standards). It ensures the
authentication of actors and confidentiality of messages sent.
3.2. Survey to e-commerce managers
The results of the survey are structured in three main blocks:
• Sells and returns in online channel
• Characterization of e-commerce sites
• Needs, expectations and barriers for the integration of the Kidsize tool in e-commerce
3.2.1. Sells and returns in online channel
Around 50% of the childrenswear companies have a conversion rate of their online store of less
than 5% (Figure 61). The conversion rate is an e-Commerce term most commonly used to
describe the act of converting site visitors into paying customers.
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Figure 61. Conversion rate of online stores
The next figure shows the data about returns or exchanges of childrenswear e-commerce. As can
be seen, returns or exchanges due to sizing constitute less than 20% of the purchases. The main
reason for the return or exchange of garments related to fitting is that the garment is too small.
Regarding the garments with the most returns or exchanges, the answers are very variable, but
full body rompers (34%) seem the garment mostly returned.
There is not a clear tendency of the main age range with the most returns or exchanges.
47%
20%
20%
0%13%
0%
What is the conversion rate of your
online store?
Less than 5%
Between 5% and 10%
Between 10% and 20%
Between 20% and 30%
Between 30% and 40%
More than 40%
77%
0%
23%
Do you handle many returns or
exchanges related to sizing?
Returns or exchanges
related to sizing constitute
less than 20% of the
purchases
Returns or exchanges
related to sizing constitute
between 20% and 40% of
the purchases
Returns or exchanges
related to sizing constitute
more than 40% of the
purchases
42%
8%
50%
What is the main reason for the
return or exchange of garments
related to sizing?
I do not know
The garment is too big
The garment is too
small
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 62. Data about returns or exchanges of childrenswear e-commerce
3.2.2. Characterization of e-commerce sites
As can be seen on Figure 63 the e-commerce platform mostly used by the companies is Magento
(around 40%). The following platform mostly used is a personalized platform (27%).
Figure 63. E-commerce platforms
In the e-commerce sites of the surveyed companies, regarding the description of each garment,
the most displayed information is price, images of the garments and size. Only a 31% of the
companies show information related to fitting.
9%
8%0%
0%
8%
34%8%
8%
8%
17%
What type of garment is the most
returned or exchanged due to fitting
problems?
T-shirts
Shirts
Sweaters
Jackets
Coats
Full body rompers
Bodysuits
Dresses
Skirts
Trousers
37%
27%
36%
What main age range do the most
returned or exchanged garments
belong to?
0-3 years
3-8 years
8-12 years
27%
40%
6%0%
0%0%
7%
0%
13%
7%
What is your e-commerce platform?
A personalized platform
Magento
Zencart
VirtueMart
Prestashop
osCommerce
Magento EE
Volusion
Hybris
E-Majine
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Figure 64. Information included in the garment description in the website
Information of images displayed in e-commerce sites
Figure 65 shows the characteristics of the images generation for e-commerce sites. Most of the
companies have to upload 1 or 2 images of the garment for their visualization in the e-commerce
sites. The most used format in which images are generated/stored is .jpeg. The companies use
different sizes for generating images, however, the most used sizes are 6 months, 4 years, 1
month and 8 years. Moreover, around 80% of the companies use images of each garment
combined with other complementary ones. A low percentage of companies use 3D images of the
garment or images of the garments on mannequins.
8
31
54
54
62
69
69
77
85
85
92
0 10 20 30 40 50 60 70 80 90 100
Information about fashion trends
Information related to fitting
Tips on how to wash the garment
Recommendations related to complementary garments
Information about promotions and offers
Information about the available models of the garment
Colors
Information about composition and garment textiles
Sizes
Images of the garments
Price
%
What type of information is included in the description of each garment
in the website?
8%
38%
38%
8%8%
How many images of each garment
have to be uploaded for their
visualization in the website?
None
1
2
3
More than 38
15
23
62
0 10 20 30 40 50 60 70 80 90 100
,gif
.eps
.jpg
.jpeg
%
Specify the format in which images are
generated/stored
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 65. Information of images displayed in e-commerce sites
Information of sizes displayed in e-commerce sites
E-commerce sites normally show the size information within each garment description (when
clients select the garment to buy). There are companies that show the size information at the
home page too. Around the 55% of companies, show the size information in years and
centimeters.
The size information normally is displayed by sizing charts, showing the key Measurements
depending on the garment. Finally, the most used formats for texts is .doc, .csv and .xls.
8
8
8
8
8
8
8
15
15
23
23
31
31
0 20 40 60 80 100
9M
12M
18M
24M
2Y
10Y
16Y
3M
6Y
1M
8Y
6M
4Y
%
What common clothing sizes do
you use for generating images?
8
15
62
69
85
0 20 40 60 80 100
3D images of the garment
Images of the garments on
mannequins
Images of the garments worn
by child models
2D images of the garment
Image of each garment
combined with other
complementary ones
%
What are your current methods for
producing images of the clothing?
8%
46%
46%
Where is the information about sizes
located in the website?
In the home page, it can be
looked up before selecting
the garment
Within each garment,
when selecting the size to
buy
Both
23%
23%54%
What information about sizes is
included in the website?
Information of the size in
years
Information of the size in
centimeters
Information of the size in
years and centimeters
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Figure 66. Information of sixes displayed in e-commerce sites
3.2.3. Needs, expectations and barriers for the integration of the Kidsize tool in e-commerce
3.2.3.1. Utility of the Kidsize system
As can be seen on Figure 67 e-commerce managers consider that Kidsize tool could be useful for
selling childrenswear online (around 83%). Moreover, all participants consider that this tool
could solve the fitting problems of online shopping.
Figure 67. Utility of the Kidsize tool
69%
15%
8%8%
How is the information about sizes
displayed?
Sizing charts with the
principal measures
depending on the
garment
Measures of the garment
according to the size,
indicated on the desired
garment
Example model,
indicating the
corresponding size for the
height and measures of
the modelTips on how to wear the
garment depending on
fashion trends or the kid’s
constitution
8
23
23
31
0 10 20 30 40 50 60 70 80 90 100
.XML
.xls
.csv
.doc
%
Specify the format in which texts are
generated/stored
83%
17%
Do you find the KIDSIZE system useful
to sell children’s wear online?
Yes
No
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3.2.3.2. Requirements for the Kidsize system
Visualization of the fitting
The companies surveyed were asked to choose between the three following alternatives for
representing the garment fitting (Figure 68). As can be seen in the following figure, all participants
prefer the alternative C, a 3D view of the garment worn, with the most critical fitting areas
highlighted.
A participant chose the alternative C, but with the condition that the visual indication of the
fitting was easier (for example, changing color).
Alternative A
Alternative B
Alternative C
0% of participants 0% of participants 100% of participants
Figure 68. Alternatives for representing the garment fitting
Around 91% of participants consider that, in addition to the best fitted size for children, the
visualization of fitting should provide one size bigger and one size smaller of the garment.
Moreover, they prefer a virtual “try on” software with minimal requirements for the user (no
special web-browser, plug-ins, fast execution…), than a sophisticated software (Figure 69).
Figure 69. Information about fitting
0%
9%
91%
What information about fitting
would you find useful to offer the
customers to assess if the size is
suitable?
To see the fitting of a
larger size
To see the fitting of a
smaller size
To see the fitting of a
smaller size and a larger
size
25%
75%
For the virtual ‘try on’ software,
which aspect is most important for
you?
Sophisticated visuals
(3D graphics, rotable
view, high definition,
etc.)
Minimal requirements
on the user (no special
web-browser plug-ins,
fast execution)
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Regarding other display functions, participants consider more interesting that many garments
could be worn at the same time (Figure 70). The other preferred options are that the areas that
do not have a good fitting appear highlighted in the avatar and a view of 360%.
Figure 70. Other display functions
Regarding other information provided to clients, participants consider important to provide tips
about how to measure (92%). The following preferred option is to provide opinions of other
users regarding the garment fitting.
Figure 71. Information provided to clients
17
25
50
67
83
0 10 20 30 40 50 60 70 80 90 100
To be able to visualize several postures of the model
That when just one garment is selected, the system shows a
complementary one by default (e.g., if a T-shirt is selected,
the 3D model wears also trousers)
A 360º visualization
That the areas that do not have a good fitting appear
highlighted in the avatar
That many garments can be worn at the same time
%
Indicate which visualization functions would you find useful, and you would like
to include in the KIDSIZE system for your customers
8
25
33
42
58
92
0 10 20 30 40 50 60 70 80 90 100
I would not like it to offer more information, just to focus on
the fitting
A recommendation about complementary garments
Composition and textiles of the garment
Tips on how to wash the garment
Opinions of other users regarding the fitting of the garment
Tips about how to measure
%
What other information of the garment would you like KIDSIZE to offer
to your customers?
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Kidsize management by the company
As can be seen on Figure 72, around 33% of the companies would insert their stock in Kidsize tool
without any problem. One 25% of the companies would insert it if only they have access, and
other 25% of the companies would insert it if they do not have to spend a long time. Other
companies would want the integration to be automatic.
Figure 72. Inserting the stock of the store
Regarding the time spent introducing the stock, around 30% of the e-commerce managers would
spend half an hour.
Around 35% of the companies would be able to provide two or more images of each garment
typology on a flat surface for the Kidsize system.
Figure 73. Preferences for introducing the stock of the online store
33%
25%
25%
0% 17%
Would you introduce your stock in the KIDSIZE
system?
Yes, without any problem
Yes. If only I have access
No, if it requires much time
No, in any case
Other
30%
0%10%
20%
20%
0%
20%
How much time would it take you to
introduce data of each garment in
KIDSIZE?
Half an hour
15 minutes
10 minutes
From 6 to 7 minutes
From 4 to 5 minutes
From 2 to 3 minutes
I could not waste time
35%
29%
24%
12%
What types of images would you be
able to provide us of the different
garments’ typologies?
Two or more images of
each garment typology on
a flat surface
Two or more images of
each garment typology on
a suitable mannequin
Close-up photos of the
fabrics
None of the above
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4. Conclusions
A study of usage patterns in existing European e-commerce platforms has been performed in
order to in order to facilitate the integration of the Kidsize tool.
The main results of this study are:
• First, we can observe that e-commerce intended for consumers is increasing, mainly due
to the improvement of the websites of the companies which have a high download speed
and provide an environment that what you are looking for is easy to find.
• On the other hand, the main e- commerce software platforms have been identified. We
appreciate that there is a variety in the current e-commerce platforms. However,
Magneto is the leader in the market. Focusing on childrenswear online companies,
Magneto is the most used platform but many companies use a personalized platform.
• Finally, a Kidsize integration model has been proposed. For the integration of the Kidsize
tool in e-commerce environment, a solution by the open is proposed in order to be
compatible with all platforms. A communication bridge between Kidsize system and e-
commerce platform will be performed. Moreover, a set of protocols and standards will be
used for exchanging data between applications.
Moreover, a study with e-commerce managers has been performed. The main results of this
study are:
• First, the e-commerce penetration in childrenswear sector has been analyzed. Nowadays,
childrenswear companies have a conversion rate of their online store very low, less than
5%. It seems the main reason for the return or exchange of garments related to fitting is
that the garment is too small.
• Second, the management process of e-commerce sites has been analyzed. The following
table shows the main characteristics of the current management process of e-commerce
sites:
Table 35. Main characteristics of the current management process of e-commerce sites
E-commerce
Platform
• The e-commerce platform most used by the companies is
Magento
Garment
description
• The most displayed information by e-commerce is:
o Garments images
o Price
o Size
Garment
images
• Most of the companies have to upload 1 or 2 images of
garments for their visualization in the e-commerce sites.
• The most used format in which images are
generated/stored is .jpeg.
• Most of companies use images of each garment combined
with other complementary ones.
• A low percentage of companies use 3D images of the
garment or images of the garments on mannequins.
Size
information • The size information normally is displayed by sizing charts,
showing the key Measurements depending on the
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garment.
• The most used formats for texts is .doc, .csv and .xls.
• Finally, the needs, expectations and barriers for the integration of the Kidsize tool in e-
commerce have been identified. The next table presents the main requirements of the
Kidsize tool:
Table 36. Main requirements of the Kidsize tool from e-commerce managers
Utility
• Most of companies consider Kidsize tool useful for selling
childrenswear online.
• They expect that this tool could solve the fitting problems
of online shopping.
Fitting
visualization
• E-commerce companies prefer 3D view of the garment
worn.
• The most critical fitting areas should be highlighted.
• The visualization of fitting should provide one size bigger
and one size smaller of the garment.
• Companies prefer a virtual “try on” software with
minimal requirements for the user (no special web-
browser, plug-ins, fast execution…).
• More than one garment could be worn at the same time.
• The 3D view should have a view of 360%.
Other
information
• Companies consider important to provide tips about how
to measure.
• Other preferred option is to provide opinions of other
users regarding the garment fitting.
Kidsize
management
• Some companies would insert their stock in the Kidsize
tool if only they have access.
• Other companies would insert their stock in the Kidsize
tool if they do not have to spend a long time.
• A high percentage of the companies would able to provide
two or more images of each garment typology on a flat
surface.
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T1.3. Characterization of the use of mannequins and scalabilities
for patterning and sizing garments in childrenswear industry
1. Introduction
Patterning of garments is the process by which the pieces that make up a garment are drawn in
2D –either on a physical means (paper or cardboard), or digitally (CAD patterning program)– so
that when they are joined together by the seams, they make up the garment according to the
fitting criteria that the designer has established.
The pattern makers are the people that break down the drawings of the designers into the
necessary pieces to configure the garment that will be worn, and adapt the garment style to the
body dimensions of the target population.
The adaptation is based on the measurements contained in the sizing charts. Currently, there are
no standardized sizing charts, and therefore each manufacturer has one or more charts according
to the market sector aimed for.
It is important to highlight the following aspects of the measurements represented in a sizing
chart for garment manufacturing:
• The measurements represented in the charts can be of two types:
o Body measurements, when the value comes directly from reading of the
measurement device (commonly and traditionally, a measuring tape).
o Clothing measurements, when the value is corrected with the minimum ease
allowances, specific for each type of garment.
• The measurements contained in the manufacturers’ charts are usually obtained from
discrete studies and with reduced samples. Its validity and use is maintained for many
years because realizing these studies is very laborious.
• For a matter of pragmatism and above all aesthetics, the measurements contained in the
charts are usually based on a beauty canon socially accepted. This means that some
measurements are related by means of simple mathematical rules. This way, it is easier to
scale patterns from one size to another. In addition, the minimum collection of
measurements can be reduced, since some Measurements are obtained from others.
• According to the patterning system used in the company, the collection of measurements
can vary slightly from one chart to another.
The base size is the size used for the pattern design of each garment, which is usually established
for each population group. The size ranges of the garments are decision of the market strategy of
each company.
For the design fit verification of the garments, and due to the difficulty to use live models,
childrenswear companies usually use mannequins to develop garment patterns and check the
fitting of the prototypes. Some commercial children families of mannequins, obtained as a result
of anthropometric children studies are; Children Formax®5, ASTM Standard Children mannequins
6
5 Children Formax ®. Cadmodelling.
http://www.cadmodelling.it/english/cadmodelling_mannequins_formax_baby_kids_teenager.html 6 ASTM Standard – Children. Alvanon (http://www.alvanon.com/)
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and MNQ 0-127, used as a standard in Spain. It could be conceptualized that perfect garment
fitting is obtained with a children body shape similar to the mannequins. Dissimilarities with
mannequin body shape will produce unfitting regions.
The objective of this task is to characterize the patterning and sizing process of SMEs using the
mannequins and their scalabilities. This characterization is needed for two purposes, on the one
hand, to better define multi-fitting algorithms and the visualization tool, as they are based on
comparison of 3D child body shape with mannequins dimensions; and on the other hand, to
design a manufacturer interface easy to use and efficient according with SMEs processes.
2. Methodology
For the mannequins’ characterization, an in-situ analysis of the daily designers and pattern
makers’ work has been performed by IBV by means of workshops at the facilities of the project’s
SMEs. ISRI also discussed with the SMEs their perspective regarding the virtual try-on.
Moreover, the most relevant aspects of design and patterning processes have been gathered by
means of online surveys prepared by IBV and distributed to manufacturers of childrenswear
aimed at pattern makers, with the help of the project associations (CFE, ASEPRI, NovaCHILD and
Finatex).
2.1. Workshops at the SMEs’ facilities – patterning and fitting
The workshops were aimed at understanding as detailed as possible the processes of patterning,
fitting and sizing of their garments, and analyze the measurements considered key in fitting and in
assigning sizes.
People with different design profiles within the companies attended the workshops, such as
designers, pattern makers, computer specialists, and marketing managers.
At the workshops, in the first place, an explanation of the Kidsize project was provided as a frame
to the workshop activities. In the second place, several aspects were discussed with the assistants,
among others:
• The age ranges of their garments
• The sizes of their garments
• The base sizes in which their garments are designed
• The method used to test the fitting of the garments
• The measurements of their charts used and how are they defined
• The measurements considered key by the companies in size selection and fitting
evaluation of the garments
Finally, the companies organized a tour around their facilities, in order to have a better
understanding of their daily work.
2.2. SMEs’ assessment of virtual try-on approach
Two different approaches of the fitting visualization system were presented and several aspects
were discussed with the companies, such as:
7 MNQ 0-12. Asepri. http://www.asepri.es/productos-servicios/maniquies-articulados-de-medidas-normalizadas-
para-el-diseno-y-patronaje-de-prendas-infantiles/233082.aspx
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• The current methods for producing and uploading images of the clothing
• The content and format of the data stored in the website about the clothing
• The restrictions for image capture
• The scope and requirements for the virtual try-on
2.3. Online survey to manufacturers of childrenswear aimed at pattern makers
An online questionnaire was prepared for manufacturers of childrenswear aimed at pattern
makers. The aim was to gather information regarding the design process of children's wear, above
all related to fitting and sizing of kids’ garments.
The questionnaire was distributed to 30 companies of the three target countries: Spain, France,
and Finland. The companies fulfilled the requirement of being manufacturers of garments for
children aged at least 0-12 years, and that preferably commercialized them on their own physical
shops or own online shops. The basic requirements for the pattern maker profile were:
• They should be responsible for pattern making, scaling, sizing, and fitting of garments in
the company
• They should have a minimum experience of 3 years as pattern makers of childrenswear.
In this questionnaire, companies were asked about the following aspects:
Information of the company:
• The size of the company
• The different typologies of garments manufactured
• The age and size ranges of their garments
Design and patterning of the garments:
• The name of the body measurements used and their definition for baby and/or children
• The base size used to design garments for babies and/or children
• The body measurement values of the ideal person of the base size used to design clothes
for baby and/or children
• The key measurements for each garment typology manufactured
• The types of charts usually used (body and/or clothing measurement charts)
• If companies would introduce information regarding body measurements in the Kidsize
system
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3. Results
3.1. Workshops at the SMEs’ facilities – patterning and fitting
At the workshops, a lot of information was gathered regarding the patterning and fitting
processes of the SMEs. A review of this information can be found on this section, and a detailed
description will be provided on Deliverable 1.2. Specifications for Kidsize web application for
assisted fitting selection of children garment, due to confidentiality issues.
The information gathered from the workshops is summarized in the following paragraphs.
One of the SMEs is a childrenswear company offering garments which cover the full age range of
ages: from 0 months to 16 years. They release two collections a year (fall/winter and
spring/summer), and distribute their garments through an extensive network of specialized multi-
brand stores, giving the brand a significant domestic and international presence. They have their
own online shop present in three European countries. They make their garments according to
three main categories: newborn, baby and child.
The other SME has over 30 years of experience in the childrenswear industry designing, producing
and distributing children’s fashion for babies and children up to 14 years old. They release two
collections a year (fall/winter and spring/summer). Their target customers are private medium to
upscale consumers as well as small boutiques and large department stores. They have strong
international presence on European, Middle East and American markets. They do not have their
own online shop, but sell their products through other websites, such as Privalia. They have two
brands.
Both SMEs segment sizes considering the height of the child as a reference, rather than their age.
They use mannequins as an essential tool to verify the fit of the garments, and one of the SMEs
uses real children as well.
Their pattern makers work with body measurement charts based on ASEPRI’s for making the
garments –and as a reference in size selection–, and with some of ASEPRI’s mannequins MNQ 0-
12 to verify fitting (Figure 74).
Figure 74. ASEPRI’s mannequins.
ASEPRI’s body measurement charts are the result of an anthropometric study of the international
children’s population carried out by ASEPRI. The conclusions of such study are based on the
height of the child as the main reference for establishing sizes, with a scaling sequence of 6 cm for
babies and 12 cm for boys and girls up to 12 years, leaving the correspondence with age as
guidance information.
ASEPRI’s mannequins MNQ 0-12 are whole body articulated mannequins for design and
patterning, with standardized sizes and measurements, matching those of their body
measurement charts. These mannequins cover ages from 0 to 12 years.
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Table 37 shows ASEPRI’s mannequin sizes.
Table 37. ASEPRI’s mannequin MNQ 0-12 sizes.
Size Approximate age
58 cm 1 month
62 cm 3 months
68 cm 6 months
74 cm 12 months
92 cm 2 years
104 cm 4 years
116 cm 6 years
128 cm 8 years
152 cm boy 12 years
152 cm girl 12 years
Both SMEs manufacture samples of their garments for babies and for children in certain base
sizes, verify their fit, and if it is considered adequate, they scale them to the rest of the sizes.
During the workshops, the measurements considered key in fitting, regarding several typologies
of garments were discussed.
3.2. SMEs’ assessment of virtual try-on approach
The approaches considered for the Kidsize Virtual Try On module fall into two broad categories:
• 2D Imaging, using image overlay techniques
• Rotatable 3D Imaging, using body and clothing meshes
The methodology of the two approaches and their advantages and disadvantages were discussed
with the SMEs, together with their implications in terms of imaging requirements.
2D IMAGING APPROACH
This technology entails overlaying 2D images of the garment on to the image of the child. The
image of the child is to be uploaded by the parent, or taken online through the PC’s webcam or
smartphone’s camera. Once on the server, the uploaded image is processed using face
recognition software to automatically identify the child’s face. The location of the face together
with edge-detection processing will identify the most probable location for rendering the selected
garment.
Scaling algorithms will then resize and position the selected garment image and attempt a best fit
of the garment overlaid on top of the child’s photo. The scaling algorithm can be constrained so
that the width to height ratio corresponds with actual garment sizes. Finally, the child and
garment images are digitally merged and sent to the user’s web-browser for display.
In terms of garment image capture, a single photo of each article of clothing taken on a flat
surface would be the minimum requirement, although an image taken on a mannequin may be
preferable for greater realism of the final merged image.
This way, the advantages and disadvantages of the 2D imaging approach are summarized next:
Advantages:
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• Lowest requirements on the manufacturer / supplier in terms of the number and types of
garment images required
• Processing is done on the server, so the load on the web-browser should be low
Disadvantages:
• Simple 2D front view only
• Requires the child subject’s pose to approximately match that of the garment image
• Results may be poor if the uploaded image is poor quality and the software is unable to
correctly identify the head and body outline – or if the child subject is wearing clothing
that is bulkier than the overlaid garment image.
3D IMAGING APPROACH
In computer graphics, rendering a 3D visual model of an object requires:
• A 3D mesh of the object
• A texture image file
This allows software to show a rotatable (but non-animated) 3D view of the object.
The 3D mesh is a collection of points on the surface of the object, joined together by lines to form
polygons, typically triangles (Figure 76). Meshes of clothing and the human body are typically
complex with a moderately high polygon count and must be created by hand using specialist
software – or possibly from 3D scanning of the object - or a combination of the two.
The texture file is a photographic mosaic of the object’s surface (Figure 75). Algorithms apply the
texture surface detail by ‘wrapping’ the texture file’s mosaic image around the mesh to create a
realistic 3D representation.
Therefore a 3D Virtual try-on module will require a mesh of the child and meshes for the clothing,
together with a texture file comprising a composite 2D projection image of the child’s surface
including face, hands, clothing etc.
Figure 75 Texture Image File
Figure 76 A 3D Mesh
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Typically the mesh and texture file are created together, by 3D artists using software such as
Autodesk 3DS Max. The software automatically calculates the transforms for storing the 3D
surface detailing into the 2D texture image.
As the cost and time of creating separate 3D models for each new garment is likely to be
excessive, a different solution will be required for a 3D Virtual try-on. A possible approach would
be to create a collection of 3D child meshes, each with their own collection of clothing meshes. To
create a 3D render of a new garment, the closest matching clothing mesh would be selected. A
texture template document would help transform standard garment images into a new texture
file. The new texture file would be stored in a database for later retrieval of that garment.
The customer’s uploaded image of their child would aid in the selection of the appropriate child
mesh. Optionally, the child’s face could be overlaid onto the stored texture image.
In terms of requirement on the manufacturer, as a minimum a texture file will need to be created
for each garment. In practice, this would entail cutting out image segments from the
manufacturer’s photos and fitting them within the texture file. Most likely, these textures will be
created and stored in a database for later retrieval and application to the mesh.
The key problem with this approach is when no existing mesh (in the database) is a good match
for a new garment. For example, Figure 77 depicts a 3D child model wearing shorts and t-shirt. If
the new garment is a t-shirt with similar 3D topology to the green one illustrated, then a new
texture file can be created and applied to the existing t-shirt mesh. However, if the new design
has a collar and longer sleeves, then the existing t-shirt mesh will not be suitable. A new mesh will
need to be created and added to the database. Similarly, a range of meshes for pairs of shorts will
be required for different leg lengths (above the knee and below the knee).
Figure 77 Rotatable 3D Child Model
This way, the advantages and disadvantages of the 3D imaging approach are summarized next:
Advantages:
• Higher quality 360-degree rotatable view of a child wearing the garment
• The quality of the uploaded image is less important
Disadvantages:
• Requires a broad selection of clothing meshes or else garments may be rendered
distorted or with missing features
• Consequently non-standard designs will require new clothing meshes to be created
• A new texture file composite image will be required for each new garment, though
software could assist in this process
• May be a delay for the user in load and execution time within a web-browser
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MANUFACTURERS’ PERSPECTIVE
The project’s manufacturers both currently take flat 2D garment images.
Of the two options considered for the Virtual Try On module, the 2D approach is the least onerous
for the garment manufacturers and resellers. It fits reasonably well the manufacturers’ current
practices regarding flat image photography.
With tight margins and product lifespan of a few months, an approach to the Virtual Try On that
does not require additional expenditure is likely to find favor. On this basis, the current 2D
approach looks most favorable. However, different 2D and 3D schemes will continue to be
investigated within the following tasks.
3.3. Online survey to manufacturers of childrenswear aimed at pattern makers
The results of the online survey to manufacturers of childrenswear aimed at pattern makers are
structured in five main blocks:
• Information of the company
• Pattern design of garments for babies
• Patter design of garments for children
• General pattern design for garments
• Fitting of the garments
3.3.1. Information of the company
Most of the companies surveyed, 63%, were French, 30% were Finish, 20% were Spanish, and 3%
were Italian (Figure 78).
Figure 78. Countries of the manufacturers.
Figure 79 shows the size of the companies surveyed. Most of the companies, 63%, have between
50 and 250 employees, 20% of the companies have more than 250 employees, and 17% of the
companies have less than 50 employees. Therefore, 80% of the companies surveyed are SMEs.
20%
63%
13%
3%
Select your country
Spain
France
Finland
Italy
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Figure 79. Size of the companies surveyed.
Figure 80 shows whether the companies surveyed commercialize their garments through their
own physical shops and/or online shop. Approximately 80% of the companies do have their own
physical and/or online shop, while approximately 20% of them do not.
Figure 80. Companies with own physical or online shop.
Figure 81 shows the typologies of garments that the companies surveyed design or manufacture.
As can be seen, most of the companies manufacture all typologies of garments, being the less
frequent one the sport clothes (only 29% of the companies surveyed), and the most frequent
ones the T-shirts and the trousers (more than 80% of the companies surveyed).
Other garments manufactured as well by some of the companies, which are not reflected on
Figure 81, are nightwear.
17%
63%
20%
What is the size of your company?
Less than 50
employees
Between 50 and 250
employees
More than 250
employees
77%
23%
Do you commercialize your garments
through your own physical shops or
online shop?
Yes
No
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Figure 81. Garments manufactured by the companies.
Figure 82 shows with which target population companies work with. Approximately 80% of the
companies surveyed work with babies and children, 14% of the companies work only with
children, and 3% work only with babies.
Figure 82. Target population.
Most of the companies working with both babies and children classify their target population in
three categories, newborn, babies and children; however, the age ranges covered in each
category depend very much on each company. From the companies that manufacture for babies –
being it just babies or babies and children–, approximately 43% manufacture for babies up to 36
months, 35% manufacture for babies up to 24 months, 13% manufacture for babies up to 23
months, 4% for up to 18 months, and 4% for up to 4 years.
Most of the manufacturers surveyed use sizes based on months and years. The sizes usually used
are:
• 0 months • 1 year
• 1 month • 2 years
84
74
77
68
65
65
68
71
68
81
61
68
29
0 10 20 30 40 50 60 70 80 90 100
T-shirts
Shirts
Jackets
Sweaters
Coats
Full body Rompers
Short Bodysuit
Dresses
Skirts
Trousers
Dungarees
Underwear or bathwear
Sport clothes
%
Indicate the garments that you design of manufacture
3%
83%
14%
What is your target population?
Only babies
Babies and children
Only children
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• 3 months • 3 years
• 6 months • 4 years
• 9 months • 5 years
• 12 months • 6 years
• 18 months • 7 years
• 24 months • 8 years
• 9 years
• 10 years
• 11 years
• 12 years
• Etc.
However, most French companies work more with size 23 months than with size 24 months.
There are also companies that use height expressed in cm as their sizing system, mainly Finish.
3.3.2. Pattern design of garments for babies
3.3.2.1. Body measurements
On the survey, several body measurements usually used for baby patterning were described.
Pattern makers were asked to say if they work with each of the measurements, and if they define
them as it was illustrated
Figure 83 shows the body measurements for babies used by the companies surveyed. All pattern
makers use one or another of the measurements described. Of these measurements, all pattern
makers use the head girth, abdominal girth and chest girth. Nearly all of them, 93%, use the
height. Other common measurements used are the arm length and the crotch length (87% and
80% of the pattern makers respectively). Less common measurements are the front waist length
and thigh girth, used by 67% of the pattern makers, and the shoulder length, wrist girth and upper
arm girth, used by 60% of the pattern makers.
There are more pattern makers that do not use the scye depth compared to those that do (60%
do not, compared to 33% that do). There are also more pattern makers that do not use the
cervical height vertical, standing, compared to those that do (almost 50%, compared to 40%).
40% of the pattern makers do not use the neck girth, but they think it is an interesting
measurement, and 33% of the pattern makers do not use the upper arm girth but also consider it
interesting.
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Figure 83. Body measurements used by pattern makers, babies.
Figure 84 shows whether the pattern makers define the different body measurements as it was
described or not. Most of the pattern makers define the measurements the same. All pattern
makers define the arm length, the chest girth and the height the same, and almost all of them,
93%, describe the thigh, head, wrist, upper arm, neck and abdominal girths the same.
The 33% of the pattern makers define the front waist length differently, and almost 30% the body
rise. Some pattern makers define other measurements differently as well.
Figure 84. Definition of body measurement by pattern makers, babies.
27
40
33
20
33
13
7
7
7
13
20
7
7
47
13
7
20
27
7
27
60
40
27
13
93
27
100
100
47
60
60
100
67
60
87
67
33
47
53
80
0 10 20 30 40 50 60 70 80 90 100
Height
Cervical height vertical, standing
Chest girth
Abdominal girth
Neck Girth
Upper-arm girth
Wrist girth
Head girth
Tight girth
Shoulder length
Arm length (shoulder to wrist)
Front waist length
Scye depth
Back waist length
Body rise
Crotch length
%
Body measurements used by manufacturers of baby garments
Yes
No
No, but I find it
is interesting
20
7
7
7
7
7
7
13
33
13
13
27
13
100
80
100
93
93
93
93
93
93
87
100
67
87
87
73
87
0 10 20 30 40 50 60 70 80 90 100
Height
Cervical height vertical, standing
Chest girth
Abdominal girth
Neck Girth
Upper-arm girth
Wrist girth
Head girth
Tight girth
Shoulder length
Arm length (shoulder to wrist)
Front waist length
Scye depth
Back waist length
Body rise
Crotch length
%
Manufacturers of baby garments that define measurements as established
Yes
No
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Other measurements used by the pattern makers surveyed are:
• Side length: measured from the waist down to the bottom of feet
• Shoulder height from neck point
• Distance from the neck point to the neckline
• Knee girth
• Ankle girth
• Arm length: measured from the 7th
cervical to the wrist
• Shoulder width: from shoulder point to shoulder point straight across the back
• Pelvis girth instead of hip girth
• Hip girth: the maximum horizontal girth of the body at the widest part of the hip,
measured during normal breathing with the baby laying on a flat
• Trunk length: from the base of the neck at the level of the shoulder to the crotch with the
baby seated
• Across the chest
• Head height
Most pattern makers use special measurements in order to adapt to the natural proportions of
the body common to children. The measurements used by the pattern makers surveyed are:
• Distance from the neck point to the neckline
• Entrance girth of the head: necessary for the garments from 6 months
• Length and width of the foot for garments including room for feet (full body rompers)
3.3.2.2. Garments
Pattern makers were asked to give up to three key measurements they consider key in assigning
sizes for each of the different typologies of garments for babies. These are described next.
In T-shirts, shirts and jackets, 67% of the pattern makers consider height as the first key
measurement, and 67% of the pattern makers consider the chest girth as the second key
measurement. The third key measurement is more variable, 30% of the pattern makers consider
it is the arm length, and 20% consider the head girth, or the waist girth, and 10% consider it is the
neck girth (Figure 85).
Some pattern makers also consider as third key measurements the entrance girth of the head for
the T-shirts, the arm length, measured from the 7th
cervical to the wrist, or the pelvis girth.
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Figure 85. Key measurements in T-shirts/shirts/jackets.
In coats, 67% of the pattern makers consider height as the first key measurement, and 58% of
the pattern makers consider the chest girth as the second key measurement. The arm length is
considered as the third key measurement by 45% of the pattern makers, almost 20% consider it
is the waist girth (Figure 86).
Some pattern makers also consider as third key measurement the arm length, measured from the
7th
cervical to the wrist.
Figure 86. Key measurements in coats.
In short bodysuits, almost 60% of the pattern makers consider height as the first key
measurement, and 50% of the pattern makers consider the chest girth as the second key
measurement (while 33% consider it the first key one). The third key measurement is more
variable, for instance, 20% of the pattern makers consider it is the waist girth or the head girth
(Figure 87).
20
30
20
10
20
67
8
8
8
8
25
8
67
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in T-shirts/shirts/jackets
Principal measure 1
Principal measure 2
Principal measure 3
9
45
18
9
9
9
58
8
8
8
8
8
25
8
67
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in coats
Principal measure 1
Principal measure 2
Principal measure 3
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Some pattern makers also consider as third key measurements the arm length, measured from
the 7th
cervical to the wrist, the trunk length, the thigh girth, or the pelvis girth.
Figure 87. Key measurements in short bodysuits.
In full body rompers, almost 60% of the pattern makers consider height as the first key
measurement, while 33% consider it the chest girth. Regarding the second key measurement,
42% of the pattern makers consider it the chest girth, while almost 20% that it is the height. In
these types of garments, the leg length is considered as the third key measurement by 36% of
the pattern makers (Figure 88).
Some pattern makers also consider as third key measurements the arm length, measured from
the 7th
cervical to the wrist, the thigh girth, the crotch length, the trunk length, or the pelvis girth.
Figure 88. Key measurements in full body rompers.
In dresses, almost 70% of the pattern makers consider height as the first key measurement.
Regarding the second key measurement, 67% of the pattern makers consider it the chest girth.
In dresses, the waist girth is considered as the third key measurement by 30% of the pattern
makers (Figure 89).
20
10
20
10
10
10
20
50
8
8
8
17
8
33
8
58
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in short bodysuits
Principal measure 1
Principal measure 2
Principal measure 3
9
9
9
9
36
9
18
42
8
8
8
17
8
8
33
8
58
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in full body rompers
Principal measure 1
Principal measure 2
Principal measure 3
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 87 of 100 Deliverable D1.1
Figure 89. Key measurements in dresses.
In dungarees, 75% of the pattern makers consider height as the first key measurement.
Regarding the second key measurement, 50% of the pattern makers consider it the chest girth,
and 25% that it is the waist girth. The leg length is considered as the third key measurement by
55% of the pattern makers (Figure 90).
Some pattern makers also consider as third key measurements the crotch length, the trunk
length, or the pelvis girth.
Figure 90. Key measurements in dungarees.
In trousers, almost 60% of the pattern makers consider height as the first key measurement. The
waist girth is considered the second key measurement by 50% of the pattern makers. The leg
length is considered as the third key measurement by approximately 30% of the pattern makers
(Figure 91). Some pattern makers also consider as third key measurements the crotch length, or
the thigh girth.
20
10
20
30
10
10
67
8
8
17
25
8
67
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in dresses
Principal measure 1
Principal measure 2
Principal measure 3
8
8
8
8
50
17
50
8
25
8
8
17
75
8
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in dungarees
Principal measure 1
Principal measure 2
Principal measure 3
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 91. Key measurements in trousers.
3.3.3. Pattern design of garments for children
3.3.3.1. Body measurements
On the survey, several body measurements usually used for children patterning were described.
Pattern makers were asked to say if they work with each of the measurements, and if they define
them as it was illustrated.
Figure 92 shows the body measurements for children used by the companies surveyed. All
pattern makers use one or another of the measurements described. Of these measurements, all
pattern makers use the hip girth, waist girth and chest girth. Nearly all of them, 93%, use the
height. Other common measurements used are the arm length, the crotch length, the head girth
(used by 87% of the pattern makers) or the front waist length (used by 80% of the pattern
makers). Less common measurements are the outside leg length, thigh girth, wrist girth, or upper
arm girth, used by 67% of the pattern makers, and the back waist length and body rise, used by
60% of the pattern makers.
There are more pattern makers that do not use the cervical height vertical, standing compared to
those that do (53% do not, compared to 20% that do). Regarding the scye depth, almost 50% of
the pattern makers use it and 50% do not. There are also 40% of the pattern makers that do not
use the knee height or the neck girth.
Many of the measurements are not used by some of the pattern makers, but they consider them
interesting.
31
8
8
15
23
15
8
17
8
50
17
17
58
8
17
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Cervical height vertical
Head girth
Arm length
Waist girth
Height
Abdominal girth
Leg length
Neck girth
Other
%
Principal measures key in assigning sizes in trousers
Principal measure 1
Principal measure 2
Principal measure 3
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 89 of 100 Deliverable D1.1
Figure 92. Body measurements used by pattern makers, children.
Figure 93 shows whether the pattern makers define the different body measurements as it was
described or not. Most of the pattern makers define the measurements the same. All pattern
makers define the height, chest, waist, head, and thigh girths, and the scye depth the same, and
almost all of them, 93%, describe the outside leg length, shoulder width, wrist, upper arm, and
neck girths, and the cervical height vertical, standing the same.
The 33% of the pattern makers define the hip girth differently, and almost 30% the arm length.
Some pattern makers define other measurements differently as well.
27
13
7
13
7
20
7
7
13
7
20
13
20
7
7
53
40
7
20
27
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47
27
7
33
20
20
13
40
93
20
100
100
100
47
87
67
67
67
80
47
60
87
47
67
60
87
53
0 10 20 30 40 50 60 70 80 90 100
Height
Cervical height vertical, standing
Chest Girth
Waist girth
Hip girth
Neck Girth
Head girth
Upper-arm girth
Wrist girth
Tight girth
Front waist length
Scye depth
Back waist length
Arm length
Shoulder width
Outside leg length
Body rise
Crotch length
Knee height
%
Body measurements used by manufacturers of children garments
Yes
No
No, but I find it is
interesting
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 90 of 100 Deliverable D1.1
Figure 93. Definition of body measurement by pattern makers, children.
Other measurements used by the pattern makers surveyed are:
• Across the chest: measured transversally above the chest, at the level of the armpits
• Knee girth
• Across the back : measured transversally at the level of the shoulder blades
• Ankle girth
• Elbow girth
• Calf girth
• Shoulder length : measured from the base of the neck to the shoulder point
• Head height : measured from the crown to the base of the neck
Some pattern makers use special measurements in order to adapt to the natural proportions of
the body common to children. The measurement used by the pattern makers surveyed is the
entrance girth of the head.
3.3.3.2. Garments
Pattern makers were asked to give up to three key measurements they consider key in assigning
sizes for each of the different typologies of garments for children. These are described next.
In T-shirts, shirts and jackets, 67% of the pattern makers consider the chest girth as the first key
measurement, and 33% of the pattern makers consider that it is the height. As the second key
measurement, 42% of the pattern makers consider it is the chest girth and 33% that it is the
height. The 44% of the pattern makers consider other measurements than the ones represented,
as the third key measurement (Figure 94).
Other third key measurements are the entrance girth of the head, arm length, and head girth.
7
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7
7
20
27
29
7
7
27
13
20
100
93
100
100
67
93
100
93
93
100
80
100
73
71
93
93
73
87
80
0 10 20 30 40 50 60 70 80 90 100
Height
Cervical height vertical, standing
Chest Girth
Waist girth
Hip girth
Neck Girth
Head girth
Upper-arm girth
Wrist girth
Tight girth
Front waist length
Scye depth
Back waist length
Arm length
Shoulder width
Outside leg length
Body rise
Crotch length
Knee height
%
Manufacturers of children garments that define measurements as established
Yes
No
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 91 of 100 Deliverable D1.1
Figure 94. Key measurements in T-shirts/shirts/jackets.
In coats, 67% of the pattern makers consider the chest girth as the first key measurement, and
33% of the pattern makers consider that it is the height. As the second key measurement, 33% of
the pattern makers consider it is the chest girth and 33% that it is the height. As the third key
measurement, 33% of the pattern makers consider it the neck girth and 33% the hip girth (Figure
95).
Some pattern makers also consider as third key measurements the shoulder width, and the arm
length.
Figure 95. Key measurements in coats.
In dresses, 58% of the pattern makers consider the chest girth as the first key measurement, and
42% of the pattern makers consider that it is the height. As the second key measurement, 42% of
the pattern makers consider it is the chest girth and 25% that it is the waist girth. The third key
measurement varies much among pattern makers, among the hip girth, height and waist girth
(Figure 96).
11
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22
44
42
17
8
33
67
33
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Waist girth
Height
Neck girth
Thigh girth
Other
%
Principal measures key in assigning sizes in T-shirts/shirts/jackets
Principal measure 1
Principal measure 2
Principal measure 3
33
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25
8
33
67
33
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Waist girth
Height
Neck girth
Thigh girth
Other
%
Principal measures key in assigning sizes in coats
Principal measure 1
Principal measure 2
Principal measure 3
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 92 of 100 Deliverable D1.1
Some pattern makers also consider as third key measurement the shoulder width.
Figure 96. Key measurements in dresses.
In dungarees, the key measurements are quite variable among pattern makers. The chest girth,
height, and waist girth are considered as the first key measurements by the 42%, 33%, and 25%
of the pattern makers, respectively. The hip girth, waist girth, and chest girth are considered as
the second key measurements by the 42%, 27%, and 27% of the pattern makers, respectively. As
the third key measurement, pattern makers consider height, thigh girth, and other measurements
not represented (Figure 97).
Other third key measurements are the pelvis girth, the crotch length, and the trunk length.
Figure 97. Key measurements in dungarees.
In trousers, the key measurements are quite variable among pattern makers. The waist girth, and
height are considered as the first key measurements by most of the pattern makers, 58% and
33%, respectively. The hip girth, and waist girth are considered as the second key measurements
33
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25
8
8
42
17
25
17
58
42
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Waist girth
Height
Neck girth
Thigh girth
Other
%
Principal measures key in assigning sizes in dresses
Principal measure 1
Principal measure 2
Principal measure 3
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27
27
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27
9
42
25
33
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Waist girth
Height
Neck girth
Thigh girth
Other
%
Principal measures key in assigning sizes in dungarees
Principal measure 1
Principal measure 2
Principal measure 3
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 93 of 100 Deliverable D1.1
by most of the pattern makers, 58% and 33%, respectively. As the third key measurement, most
pattern makers consider height, and other measurements not represented (Figure 98).
Other third measurements considered are the pelvis girth, the crotch length, and the body rise.
Figure 98. Key measurements in trousers.
3.3.4. General pattern design for garments
Pattern makers were asked with which charts do they usually work. Figure 99 shows that 70% of
the pattern makers usually work with both types of charts, 20% only with body measurement
charts, and 10% only with clothing charts. This means that 90% of the pattern makers work with
body measurement charts.
Figure 99. Measurement charts used by pattern makers.
Pattern makers were asked what is their key body measurement increase from one size to
another, and to indicate the rupture sizes in their charts, as well as the new increases from these
sizes on for upper garments, lower garments and whole body garments. However, this
information has not been described in this report due to confidentiality issues.
The base or designing sizes used by pattern makers to manufacture their garments for babies can
be seen on Figure 100. Most pattern makers work with sizes 6 months, 3 months and 1 month.
Pattern makers have base sizes for each category they work with, namely newborn and baby. This
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36
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33
8
8
58
33
0 10 20 30 40 50 60 70 80 90 100
Chest girth
Hip girth
Waist girth
Height
Neck girth
Thigh girth
Other
%
Principal measures key in assigning sizes in trousers
Principal measure 1
Principal measure 2
Principal measure 3
70%
10%
20%
Measurement charts usually used by
pattern makers
Both
Clothing measurement charts
Body measurement charts
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 94 of 100 Deliverable D1.1
way, most pattern makers use base size 1 month and 3 months for newborns, and base size 6
months for babies.
Figure 100. Base sizes of babies.
The base or designing sizes used by pattern makers to manufacture their garments for children
can be seen on Figure 101. Most pattern makers work with base sizes 4 years, and 8 years.
Figure 101. Base sizes of children.
It was also gathered from the pattern makers the value of the measurements of the ideal person
(body measurements) of the base size with which they work for babies and for children. The
measurements gathered are illustrated on Figure 102. These have not been published in this
report due to confidentiality issues.
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0 months
1 month
3 months
6 months
9 months
12 months
24 months
%
Base sizes used to manufacture garments for babies
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40
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0 10 20 30 40 50 60 70 80 90 100
2 years
4 years
8 years
10 years
15 years
%
Base sizes used to manufacture garments for children
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 95 of 100 Deliverable D1.1
Figure 102. Measurements of base sizes of babies and children.
Pattern makers were asked if they would introduce in the Kidsize system their information
related to the body measurement charts with which they work; 50% of them would do so, and
50% would not. The reasons why they would not do it are the following:
• We make only a few children’s clothes in year, almost only nightwear. So we don`t need
so large system, we don`t have time for that at the moment. However, if we make more
clothes for children, I could answer Yes.
• Difficult for reasons of confidentiality of the company
• The decision is not my responsibility, it has to be taken by management
• If it is agreed by the company, due to confidentiality
As can be seen, the main reasons deal with confidentiality, and the necessity for it to be agreed
with the company and management.
3.3.5. Fitting of the garments
Figure 103 shows the methods adopted by the different companies to verify the fitting of the
garments, from physical commercial mannequins, their own mannequins, and/or children, to any
other method. Almost 50% of the companies use physical commercial mannequins and children,
and nearly 20% of the companies use both commercial and their own mannequins, as well as
children. No other method was described by the pattern makers to verify fitting.
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 96 of 100 Deliverable D1.1
Figure 103. Methods to verify the fitting of the garments.
The physical mannequins used by the manufacturers are:
• The AlvaForm mannequins from Alvanon (used by most of the pattern makers surveyed).
• The Stockman mannequins
• The Cléo mannequins
The standard AlvaForm mannequin series accurately and realistically represent a vast range of
target demographics (several countries, EU, and Asia), based on thousands of body scans. For
children, these mannequins have the following sizes: Preemie 44, Preemie 50, Newborn, 3, 6, 9,
12, 18, and 24 months, 3 and 4 toddlers, 5, 6, 7, 8, 10, 12, 14, and 16 years.
The Stockman mannequins come from Paris. Their mannequins for children are manufactured for
sizes: 6/8 months, 1, 2, 4, 6, 10, 12, and 14 years.
Figure 104 shows the sizes of the children/mannequins used by the manufacturers to verify the
fitting of the garments. As can be seen, 87% of the manufacturers of baby garments –being it just
babies or babies and children– verify with size 6 months, other sizes commonly used by more
than 50% of the manufacturers are size 3 months, and size 12 months. Regarding children
garments, the sizes more commonly used are size 8 years (80% of the manufacturers), size 4
years (73%) and size 12 years (67%), also size 2 years (53%).
12
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6
6
0 10 20 30 40 50 60 70 80 90 100
Only children
Own physical mannequins and children
Physical commercial mannequins and children
Both types of mannequins and children
Both types of mannequins
Own physical mannequins
%
Methods used to verify the fitting of the garments
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 97 of 100 Deliverable D1.1
Figure 104. Sizes used to verify fitting of the garments.
One manufacturer of children garments specified that they verify fitting in size S in girls and size L
in boys. Other manufacturers say that they try all the necessary sizes according to the
specifications of the garments, or that they use sizes according to children that they find to make
the fitting trials.
Figure 105 shows whether the pattern makers would introduce in the Kidsize system their
information related to the measurements of the children/mannequins they use to test the fitting
of the garments manufactured. Almost 60% of the manufacturers would do it, or would do it if
the information were handled as confidential of their user. Approximately 40% of the
manufacturers would not. Their reasons are:
• We have so many different kinds of garments with different kinds of fittings, so it would
be impossible to give that information
• Confidentiality of the company
• The decision is not my responsibility, it has to be taken by management
• No If it is not agreed by the company
20
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87
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47
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13
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13
73
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20
0
80
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20
0
67
0
0
0
20
0 10 20 30 40 50 60 70 80 90 100
0 months1 month
3 months6 months9 months
12 months18 months24 months36 months
1 year2 years3 years4 years5 years6 years7 years8 years9 years
10 years11 years12 years13 years14 years15 years16 years
%
Sizes of the children/mannequins used to verify the fitting of the
garments
Kidsize project FP7-SME-2013 GA no. 606091
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Figure 105. Possibility of introducing company’s mannequin measurements in Kidsize.
Figure 106 shows whether the manufacturers would find interesting to have a tool like Kidsize as
a support tool for selecting sizes for their garments. Almost 90% of the manufacturers would find
it interesting. Their reasons are:
• We receive quite many questions from the customers especially when shopping in web.
Even though we have size charts and drawings to show how to measure in our web site.
• We make the garments based on the base size without the customers knowing these base
measurements and if their child corresponds to our clothes.
• It can allow the parents to stop thinking that under the pretext that their kid has 18
months, he has to fit a size 18 months while other parameters are taken into account.
Figure 106. Interest to have a tool like Kidsize.
12%
47%
41%
Would you introduce in the KIDSIZE system
your information related to the measurements
of the children/mannequins used to verify
fitting?
Yes
Yes, if it is handled as confidential
information of my user
No
88%
12%
Would you find it interesting to have a tool
like KIDSIZE as a support tool for selecting
sizes for your garments?
Yes
No
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 99 of 100 Deliverable D1.1
4. Conclusions
This deliverable characterizes the patterning and sizing process of SMEs regarding:
• The sizes and the type of the garments manufactured
• The types of charts used and how are the measurements defined
• The base sizes in which their garments are designed
• The methods and sizes used to test the fitting of the garments
• The measurements considered key by the companies in size selection and fitting
evaluation of the garments
Regarding the design and patterning of garments for babies and children:
• All of the companies manufacture all garment types
• 80% of the companies work with babies and children.
• From the companies that manufacture for babies, approximately 43% manufacture for
babies up to 36 months, and 35% manufacture for babies up to 24 months. The age of 36
months is when babies make the jump from nursery school to school, therefore, many
companies consider it the age of rupture between babies and children. From this point of
view, for the Kidsize purpose, babies should be considered up to 36 months to cover
most of these company’s needs.
• The most common base sizes for babies are sizes 6 months, 3 months and 1 month, and
the most common base sizes for children are sizes 4 years, and 8 years.
• We have at our disposal the body measurement values of the base sizes with which the
companies work for babies and for children.
• We have at our disposal the key body measurement increase from one size to another,
and the rupture sizes of the pattern makers’ charts, as well as the new increases from
these sizes on for upper garments, lower garments and whole body garments.
• Almost 70% of the companies use physical commercial mannequins and children to
verify the fitting of their garments. The physical mannequins used by the manufacturers
surveyed are: AlvaForm, Cléo and StockmanMannequins
• The project’s SMEs use physical commercial mannequins, and children to try specific
fitting. The physical mannequins used by both of them are the ones from ASEPRI.
• The most common sizes used in verifying fit for babies are size 6 months, size 3 months,
and size 12 months. Regarding children garments, the sizes more commonly used are size
8 years, size 4 years, and size 12 years.
• Almost 60% of the manufacturers would introduce their information of
children/mannequin measurements in the Kidsize system, or would do it if the
information were handled as confidential of their user. The main reasons for not doing
are the necessity for it to be agreed with the company and management.
• The 90% of the pattern makers work with body measurement charts, as well as the
project’s SMEs, and 50% of the companies would introduce their information related to
the body measurement charts in the Kidsize system.
The main reasons for not doing so deal with confidentiality, and the necessity for it to be
agreed with the company and management. This is normal, since the people answering
the surveys were the pattern makers of the company.
Kidsize project FP7-SME-2013 GA no. 606091
GA no.: 606091 100 of 100 Deliverable D1.1
• The most common body measurements with which pattern makers work are:
Babies Children
head girth
abdominal girth
chest girth
height
arm length
crotch length
front waist length
thigh girth
hip girth
waist girth
chest girth
height
arm length
crotch length
head girth
front waist length
leg length
thigh girth
wrist girth
upper arm girth
Garment type Babies Children
T-shirts, shirts and jackets 1. height
2. chest girth
1. chest girth
2. chest girth
3. height
Coats 1. height
2. chest girth
3. arm length
1. chest girth
2. chest girth
3. height
Dresses 1. height
2. chest girth
1. chest girth
2. height
3. chest girth
Dungarees
1. height
2. chest girth
3. waist girth
4. leg length
1. chest girth
2. height
3. waist girth
4. hip girth
5. waist girth
6. chest girth
Trousers
1. height
2. waist girth
3. leg length
1. height
2. waist girth
3. hip girth
4. waist girth
5. leg length
Short bodysuits 1. height
2. chest girth
NA
Full body rompers
1. height
2. chest girth
3. chest girth
4. leg length
NA
• Almost 90% of the manufacturers find it interesting to have a tool like Kidsize as a
support tool for selecting sizes.
Regarding the virtual try-on:
• There are two main approaches for the Kidsize Virtual Try On module:
o 2D Imaging, using image overlay techniques
o Rotatable 3D Imaging, using body and clothing meshes
• Of the two options considered for the Virtual Try On module, the 2D approach is the least
onerous for the garment manufacturers. It fits reasonably well the manufacturers’
current practices regarding flat image photography.