H&M also focuses on personalisation. To this end, the Swedish fashion distribution company has teamed up with Zyseme to develop a mobile application that makes it possible to market tailor-made clothing using artificial intelligence.
The development of the application is part of the Just Perfect’s project which, since last January, is being developed in the German market and, until now, the sale of custom-made white shirts has been limited.
ZyseMe allows its customers to purchase their customized products based on their individual preferences and in their unique size, simply by answering a few simple questions online or in the store. Machine learning algorithms use consumer input data to accurately calculate individual body measurements. These are translated into unique sizes, which customers can reuse and update for future purchases at any time. In addition, the customizer allows buyers to select design preferences for a fully customized product.
To purchase their shirts, customers must enter into the application information related to their height, weight, their shoe number. Based on this data, Zyseme’s software calculates customer measurements, which are sent to H&M’s subcontracted workshops in Turkey for manufacturing.
Depending on how the project develops, H&M will extend the tailor-made service to other products such as trousers, suits and dresses. However, H&M has already banned the production of other products, including children’s fashion.
In the first quarter of fiscal year 2019, H&M recorded sales of SEK 51,015 million (USD 5,508.9 million), an increase of 10.47% over the same period in 2018.