Retailers Launch 3-D Made-to-Measure Service

Searcy, Ark.–based technology provider Benchmark Clothiers Inc. hopes to give the made-to-measure business a shot in the arm with a new 3-D body scanning service.

Through a new promotional program, the company will place digital body scanners in several menswear stores across the country to allow retailers to boost their made-to-measure business and provide custom-tailored apparel.

The closet-like scanners, developed by Cary, N.C.–based [TC]2 Inc., have been used primarily for research.

“Up until now, the body scanning system has been very cost-prohibitive. But with the innovation of our partners at [TC]2 and the hard work and dedication of our staff, we will be able to provide the scanner during this test marketing program for as little as $800 per month,” said Kevin Lewis, president of Benchmark. Lewis said five scanners will be deployed this month.

Benchmark has also established a rebate program for the sale of each suit that can be applied to the lease of the scanner.

“We want to make this a ’win-win’ situation for the vendor and for the retail affiliates who choose the 3-D scanning system,” said Mike Hulsey, senior vice president of Benchmark. “[In] every venue in which we have placed the scanner to date, the sales have been robust to say the least. We believe the retail partner could possibly reduce his scanner lease to virtually nothing by producing the volume of sales through the scanner that we believe are achievable.”

Benchmark has recently placed the scanner with manufacturers, as well. St. Louis–based swimwear maker Lori Coulter LLC has just signed a deal to take 12 of the scanners during the next two years. The start-up’s made-to-order swimwear is constructed from measurements taken in virtual dressing rooms using the company’s patented software. The goal is to provide consumers with products that are more flattering than stock swimwear.

Lori Coulter will use the body scanners at department and specialty stores. The company will demonstrate the service at the upcoming International Swimwear and Activewear Market, which will run concurrently with the Aug. 30–Sept. 2 run of MAGIC International in Las Vegas. —R.M.