Taking envision to whole new level, Adidas is adapting new way to fickle the trend for fast fashion industry with in-store technology – ‘Knit For You’, dedicated to make customized sweaters. The sweaters would cost 200 euro (US $215) for customers within the day in order to tap into fast fashion with a personal twist.
Explaining the technology, Adidas reports that a shopper first has to enter a darkened room where swirling camouflage and spider web patterns will be projected onto their chests, with options to shift the light using hand gestures picked up by sensors. Dozens of possible options will be recorded and the customers would be told to pick their favourite ones on a computer screen, among different colour combinations.
After choosing the size and colour, customers then will undergo laser body scans. Then the personalized pattern will be sent to an industrial knitting machines in the store. The machine then would knit the sweater, and it will be finished by hand, washed and dried before being collected by the customer.
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The technology is a part of Adidas’ recent innovative expansions as the brand is aiming to speed up production on at least 50% of its products by 2020 – to drive up the company’s operating margins to levels on par with rival Nike – which is expected to allow Adidas to boost the products they sell at full price by 70 per cent.
The ‘Knit for You’ store is part of a research project supported by the German government in cooperation with academics and industrial partners. It’s worth mentioning here that recently a store of Adidas in Berlin sold up to 10 of the customized knit sweaters per day.
“If we can give the consumer what they want, where they want it, when they want it, we can decrease risk… At the moment, we are guessing what might be popular,” commented Adidas Brand Chief, Eric Liedtke.
