The Swedish clothing retailer has created an online platform H&M Lab, through which it will conduct various experiments and test interesting ideas.
The new portal currently operates only in Germany, it will become a test site for the research center of The Laboratory. His task will be to test services and offers, to check the reaction of buyers to new products. If the innovation receives a positive response from customers, it will then be implemented on a global scale.
Also, it is on this platform that the most unusual joint projects will be launched. H&M. It is planned to create an environment to attract promising local retail startups who can showcase their ideas and get a chance to grow further.
One of the first interesting initiatives that is being tested in the H&M Lab was the H&M Yours project. It was created in collaboration with a technology company from Germany ZyseMe. The main idea of the new initiative will be the production of shirts according to the individual sizes of the customer. The customer will be able to receive the shirt as if it had been custom-tailored by a tailor. The cost of shirts will be from 34.99 to 39.99 euros, depending on the model.
Such an idea will help to find a more individualized approach to a wide range of buyers. In addition, this is the first time in the history of H&M, when the company sells clothes completely tailor-made to the individual sizes of the customer. Previously, the company has already offered customers the opportunity to customize jeans. So such a move demonstrates a new trend in the world of fashion retail, which, perhaps, will be picked up by other companies.