Swedish apparel giant Hennes & Mauritz (H&M) has harnessed specially collected data to launch a new custom-made collection for customers in Berlin, Germany.
The limited collection has been co-created by H&M Germany and the H&M Group’s Laboratory, the internal innovation department that explores new business models.
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Garments have been designed based on specially collected data, which identifies current trend tendencies that are unique to Berlin. The data highlighted styles that H&M Berlin’s target group are currently desiring, from silhouettes and specific colours, to materials and patterns.
“With this collection, we want to be truly customer-centered and offer our Berlin customers a hyper-local and hyper-relevant collection,” said Heléne Riihonen, business developer at H&M Group Laboratory.
The new line enables H&M Group to test on-demand production, which it says shows great potential to react more specifically to customer’s wishes and to align product quantity to local demand.
Collections that align these factors allow H&M Group to avoid unnecessary transport, warehousing and overproduction; which is not only good for business, but also for the environment.
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By GlobalDataThe collection launched on 16 May and is available exclusively in eight H&M Berlin stores.
