H&M is harnessing the power of artificial intelligence (AI) in its latest collaboration with Berlin-based tech startup ZyseMe, which will see it offer customised apparel on demand.
ZyseMe’s technology provides brands and retailers with access to a “fit-to-finish” digital offering for mass customisation of apparel. The collaboration with H&M LAB Germany – called Just.Perfect – will allow customers to buy personally sized men’s shirts online by calculating their measurements using ZyseMe’s AI platform.
H&M LAB Germany “develops exciting ideas around fashion, services and technology, especially for the German market,” says the retailer.
Oliver Lange, head of H&M LAB Germany, says: “This innovative collaboration between H&M and ZyseMe will allow us to produce clothes according to the individual wishes and needs of our customers. At the same time, our customers will be able to co-design the product online. In the long term, offering individualised products will also enable us to save resources.”
ZyseMe CEO, Bobby Östberg, adds: “As one of the world’s largest fashion brands, it’s been great to see how H&M has led the way innovating towards sustainability. Many companies still struggle to align ecological and economic sustainability. This partnership means H&M can make production more efficient, simply by offering customers personal sizing online.”
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