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.”
