Young fashion retailer Weekday, which belongs to the H&M Group, wants to test in a new pilot project that offers tailor-made jeans for customers. New technologies will be applied in the specially created The Laboratory to offer jeans in custom-made sizes and fits. However, the brand’s affordable prices will be maintained.
 

“We constantly push ourselves to become more inclusive and do better today than we did yesterday. What better way to celebrate this than offering a service that provides customers with a size-free offer, making a product uniquely for them at an affordable price. This is one of many sustainable business models H&M Group are exploring, where we see a great advantage for our business in the long term by reducing returns and excess products and only produce just what our customers want,” says Laura Coppen, sustainable and circular business developer at The Laboratory.

Weekday customized jeans
Photo: Weekday
Weekday customized jeans

To test the body-scan technology before it is introduced on a larger scale, Weekday invited 100 customers to try the technology and provide insights about the service experience. Customers were scanned from the body and offered a choice of fitting options to create their perfect jeans.  The jeans was then produced in H&M's partner factories and delivered to the customer within ten days. After the end products were delivered, customers returned for a fitting session and decided whether they liked the fit and comfort.

The H&M Group has joined forces with Unspun to implement the pilot project. Unspun is a venture-backed robotics and apparel company that provides algorithms for a perfect fit for tailor-made jeans. The algorithm converts the body scan into a paper pattern and a list of body measurements ready for production.



“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,” says Coppen.

 

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