Odlo is responding to the fact that German customers have grown bigger over the past decades by adjusting the sizes of its garments to the latest research. The adjustments are being made by the Swiss marketer of functional sportswear on the basis of a long-term field research project called “Size Germany.” One of the findings of the study is that men have grown not only wider, but also taller on average. On the other hand, women were more curvy in the 1960s, whereas the female waist is no longer as well defined now as it used to be. Reflecting these findings, Odlo has developed new fittings to meet the changes: Most of its shapes are now 1-2 centimeters wider than before. In the sizes XL and XXL, they are 3-4 centimeters wider, corresponding to one full size. The company will apply its new range of fittings to its spring/summer 2013 collection for the underwear lines Original Lights, Cool and Cubic. It will do the same with other underwear collections and other divisions for fall/winter 2013-14.

Topics