Two challenges currently facing any fast-fashion manufacturer include: making clothes that people want to buy and cutting the time it takes for new designs. With its new pop-up, Adidas might have just solved them both. Opened in Berlin, the ‘Knit For You’ concept store lets shoppers design a sweater and get it knitted by the high-tech machines within four hours – substantially cutting the typical manufacturing time of 12 to 18 months.
This tech-infused shopping experience is innovative and slightly resembles a video game. First, shoppers enter a darkened room where different designs are projected onto them with an option to switch between pattern using hand gestures. After choosing, customers move to a computer where they pick the color combination. To ensure the perfect fit, the shoppers can get a laser body scan. The custom-designed merino wool sweater cost 200 euros.
Adidas has been exploring localized production and customization in efforts to sell more products at full price and to bring its operating profit margins closet to its biggest rival, Nike, by 2020. Supported by the German government, the Knit for You pop-up will be used by Adidas to evaluate the profitability, before potentially introducing it in other locations.
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Why it’s hot:
- Interesting activation for Adidas to better understand their customers, their behaviors and preferences, and offer them on-demand fashion
- Plays upon the trend of 3D printing and customization