H&M Lab Platform Starts Selling “Custom-made” Clothing

The Swedish clothing retailer has created an online H&M Lab platform through which it will conduct various experiments and test exciting ideas.

The new portal is still operating only in Germany; it will be a test site for the research center of the Laboratory. Its task will be to test services and offers to check the reaction of buyers to new products. If innovation receives a positive response from customers, it will then be implemented on a global scale.

It is also on this platform that the most unusual joint H&M projects will be launched. It is planned to create an environment to attract promising local retail startups that will be able to show their ideas and get a chance for further development. 

One of the first interesting initiatives that are being tested in the H&M Lab is the H&M Yours project. It was created jointly with German technology company ZyseMe. The main idea of the new initiative will be the production of shirts according to individual customer sizes. The customer will be able to receive the shirt as if it was tailor-made by a tailor. The cost of the shirts will range from 34.99 to 39.99 euros, depending on the model.

This idea will help to find a more personalized approach to a wide range of buyers. Also, this is the first time in the history of H&M that the company sells clothes fully tailor-made to the customer’s size. Previously, the company had already offered customers the opportunity to customize their jeans. So this step shows a new trend in the fashion retail world, which may be picked up by other companies.