THE RETAIL BULLETIN - The home of retail news
HOME
Department Stores
Electricals
Entertainment
Fashion
Food & Drink
General Merchandise
Health & Beauty
Home & DIY
Interviews
Newsletter
Property
Shopping Centres & Retail Parks
Sports & Leisure
RETAIL INSIGHTS
RETAIL SOLUTIONS
Omnichannel Futures Conference 2020
Online Conversion Summit 2020
Future of Retail Marketing 2020
The HR Summit 2020
AI in Retail Conference 2020
ABOUT
CONTACT
SUBSCRIBE FOR FREE
H&M’s Weekday pilots customised jeans

H&M’s Weekday brand has been piloting an offer of custom-made jeans for shoppers. The brand worked with H&M innovation hub The Laboratory in an exercise where… View Article

FASHION

H&M’s Weekday pilots customised jeans

H&M’s Weekday brand has been piloting an offer of custom-made jeans for shoppers.

The brand worked with H&M innovation hub The Laboratory in an exercise where customers were body-scanned and offered a selection of customisation options to design their perfect pair of jeans.

The jeans were then produced in H&M’s partner factories in a process which took ten days from customer scan and customising to delivery. Customers then came back for a fitting, where they could try on their customised jeans and give feedback on the end result.

H&M Group also partnered with Unspun which created an algorithm for a perfect fit. The algorithm converts the body scan into a paper pattern and measurement list that is production ready.

The aim of the pilot was to achieve a customer satisfaction rate of 65%, but at the end of the trial 80% of customers said they were “very pleased” with their customised jeans.

Laura Coppen, sustainable and circular business developer at The Laboratory, said: “I’m an optimist but I had some skepticism on how all the pieces of the puzzle of this model would fit together as we go live. Therefore, I’m really happy to see that the result outperformed our expectations. Due to the positive result, we will scale the pilot to an in-store experience. We will likely have more styles and other features based on the customers feedback.”

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, 22 Duchess Mews, London W1G 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Online Conversion Summit 2020
Online Conversion Summit 2020
April 30 2020
The Hallam Conference Centre, London W1W 6JJ
The Retail Bulletin Online Conversion Summit 2020 Partnered by IMRG
Future of Retail Marketing 2020
Future of Retail Marketing 2020
9 June 2020
Hallam Conference Centre, 44 Hallam St, London W1W 6JJ
The Future of Retail Marketing for Customer Engagement
The HR Summit 2020
The HR Summit 2020
1 October 2020
Hallam Conference Centre, London W1W 6JJ
Company values, collaboration with employees and driving a major HR transformation to create a truly omnichannel experience, need to be at the heart of the organisation's culture and brand
AI in Retail Conference 2020
AI in Retail Conference 2020
14 October 2020
Hallam Conference Center, 44 Hallam Street, London W1W 6JJ
CONFERENCE AIMED AT RETAILERS WORKING IN MARKETING, IT, DIGITAL, DATA AND TECHNOLOGY