Weekday is using robotics to create custom-made jeans for its customers, scanning shoppers’ bodies to determine the perfect fit.
H&M’s subsidiary Weekday invited 100 customers to take part in its pilot and test the brand-new technology, hoping to establish “what they want from a custom-made denim product”.
Customers’ bodies were scanned instore to create an accurate digital model of their precise body shape, then customers were offered numerous customisation options for their unique pair of jeans.
H&M’s innovation hub The Laboratory partnered with robotics and apparel company Unspun on the project.
The pilot used an algorithm created by Unspun to convert data from the body scan into a paper pattern and measurement list ready for production, which was then sent to H&M’s partner factories.
Shoppers’ “perfect” pairs of jeans were then returned to them within 10 days, allowing them to try them on and provide Weekday with feedback.
“We always have our customers at the heart of everything we do, so the purpose of this pilot was both to understand what they want from a custom-made denim product, what they think about the new experience and to test the readiness of the technologies,” The Laboratory’s sustainable and circular business developer Laura Coppen said.
Customers reported an 80 per cent satisfaction rate with their custom jeans, well above the 65 per cent goal.
“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,” Coppen added.
“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.”