H&M Group this week announced a new service that it will offer to print-on-demand. Personalization is liked and having something unique and personal attracts many that is why, according to the group, this initiative is driven by consumers and companies who want more options, further customization and greater flexibility. Under the name of Creator Studio this platform arrives with the mission of create a new standard for products through technology.
The process is based on a lean production process, made-to-order digital printing and configuration and integrations of e-commerce. In this way, this new service focuses on reducing barriers for brands and creators to offer good quality merchandise.
In addition, the group is trying to find new ways to interact with customers. One of the group’s own firms, Weekday, already uses 3D scanning technology to produce custom jeans. According to Ellen Svanström, Group Business Ventures Director,
Today’s customer demands more personalized products and experiences than ever. With our investments and initiatives within print-on-demand, we can create value for the customer, external partners, as well as for the H&M group, being a force for change in the merchandise industry. We enable creators to quickly tailor their message to their fans while reducing the risk of overproduction.
What do you think of this new initiative?
Photos | H&M
