Gerber Technology has acquired leading fashion technology company Avametric in a move the apparel software and systems supplier says will position it as the leader in 3D for the fashion and apparel industry. 

San Francisco-based Avametric develops the world’s leading cloth simulation technology and enables fashion brands to deliver highly accurate 3D renderings of their products on customisable avatars for e-commerce and augmented reality (AR) applications.

The firms have been collaborating over the course of the last 12 months after Gerber announced in November 2017 it would be integrating Avametric’s fabric simulation engine into its AccuMark 3D platform.

“Avametric’s strengths and capabilities are the perfect complement to our fully integrated software portfolio. They have the industry’s best talent pool of scientists, designers, and developers for 3D,” says Karsten Newbury, senior vice president and general manager of software at Gerber Technology. “Our team and many of our customers have already recognised that Avametric has the best fabric simulation engine in the industry and now we are able to connect consumer-facing virtual try-on software with our AccuMark and YuniquePLM platforms to deliver an end-to-end workflow. This allows our customers to provide their consumers personalised products “on demand”.”

Newbury adds the deal will also help Gerber continue to accelerate its 3D developments for its large user base globally – helping them to significantly increase speed and productivity of the creative and development process.

Interest in 3D is growing with more than 60% of global fashion and apparel companies planning to adopt 3D technology within the next three years according to a recent survey Gerber conducted with its global customer base. The interest is driven by a need for speed, efficiency, and a personalised consumer experience, the firm says, adding technology has become a key competitive differentiator with rapidly fashion trends and consumer expectations.

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“Consumers are looking to buy online, but they are still going into brick and mortar stores because they lack confidence in the fit they see virtually,” says Avametric CEO Ari Bloom. “We believe a transformation is underway as consumers are adopting a virtual try-on experience that accurately portrays the fit they are looking for and our partnership with Gerber is helping us to bridge this confidence gap.

“Combined with the AccuMark suite and other Gerber products, we can now offer customers a personaliSed, on-demand shopping experience that significantly compresses the time to market. We are really excited about this opportunity to join an industry leader and make transformative changes.”

The Avametric announcement was made to industry leaders at Gerber’s 20th annual ideation tech conference. Transformation was the core topic as Gerber highlighted key trends in the fashion supply chain like the need to enable speed and personalisation, driven by the digitalisation of the fashion supply chain.

Gerber also made other key announcements including the launch of YuniquePLM V8 cloud software, which includes a completely new and highly-intuitive user interface.