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Posted Date: 8/13/2009

Alvanon Partners with New Luxury Concept Uman

Alvanon, provider of fit solutions, has announced a partnership with Uman, a new, Italian luxury men's concept launched in June in Milan.

Uman is the vision of Umberto Angeloni, former CEO of the ultra-high-end Italian men's wear brand Brioni, and it seeks to capture the essence and spirit of the modern, global, self-made man.

Alvanon's AlvaInsight division, led by Ed Gribbin, worked with Angeloni to create a profile of the target Uman customer using Alvanon's vast database of consumer body measurements and its fit and sizing expertise. Considerations included, among other factors, the target customer's age, his locales, his interests and his lifestyle.

Alvanon used its data and analysis to craft a three-dimensional virtual body representing the Uman customer. From there, a full-size Alvaform of the Uman body was forged, depicting not only his stature and body measurements, but also his shape, posture, stance and physical attitude.

The result stands in the first Uman concept space in Via Gesu, Milan, which opened in June.

According to Janice Wang, CEO of Alvanon, the initiative was both challenging and fulfilling because "Umberto had such a strong vision of who this customer was, and how to appeal to his taste and clothing style."

"Alvanon helped us to crystallize our vision and physically manifest what we knew in our hearts and minds. Using the Alvanon Uman body form allows us to execute the consistent message that our customer seeks," said Angeloni.

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