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November 01, 2013 08:04 ET

Vorderman's Vital Statistics

Carol Vorderman launches the isme.com national body census

LONDON, UNITED KINGDOM--(Marketwired - Nov. 1, 2013) - Isme.com ambassador, Carol Vorderman, is pictured today taking her own measurements to kick off the isme.com Body Census campaign. Carol is calling for women across the country to measure their vital statistics in a bid to capture the current shape of the nation.

Commenting on the launch, Carol Vorderman, said: "I am delighted to be launching the first ever isme.com Body Census campaign.

To dress your body right, you have to know your shape and size, and what better way to do so than with a tape measure. I want ladies everywhere to get measuring, and, like me, discover their vital statistics. Simply enter your size details at http://coffeelounge.isme.com/, and be a part of a national survey that will not only paint a picture of the shape of the nation, but will help redefine the traditional body shapes of women."

The campaign has been launched in response to a study commissioned by isme.com and Manchester Metropolitan University, which revealed just how inaccurately women viewed their body shape and size. Women were asked their size and then measured correctly using a 3D body scanner to provide a true reflection of their body shape1.

The results showed that nearly half of those women polled (46 per cent) were actually wearing the wrong size of clothing for their body. Of these, almost three quarters (73 per cent) were a whole dress size out, suggesting that their body weight and shape had changed since they originally bought their clothing.

Julie Donnelly, Head of Womenswear for isme.com, commented: "At isme.com we take great pride in ensuring our Savoir range is cut to fit the shape you are today as we understand how important the perfect fit is in determining how good you look and feel. We always have shape, comfort and the perfect fit at the forefront of our mind when designing our range and we're launching our new body census to ensure we continue to be an authority on body shapes.

Throughout the years we've continually researched the changing female body shape to ensure we're delivering the best shape and fit, but we're not ones to rest on our laurels and by asking the women of the UK to share their measurements with us and using the most up-to-date body scanning technology, we'll be able to paint an accurate picture of the female body today. This new research will help build on the existing data we already have and we're excited to see the results so we can ensure our Savoir range always delivers the perfect fit."

For more details on the isme.com Body Census and to enter your body measurements visit the isme.com Coffee Lounge at http://coffeelounge.isme.com/.

Notes to Editors:

1 isme.com and Manchester Metropolitan University conducted research to understand whether women were the size they thought they were. 181 women were asked what they thought their size was, and then, using high-tech body scanners, measured the women over three days at Women's Weekly Live (12-14 Sep - Event City, Manchester). The women were scanned to provide an accurate "avatar" of their body-shape. Together with the "avatar" and a list of their vital statistics, isme.com was able to draw an effective comparison.

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